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How to sort clients the Don Draper way

Client/agency relations seemed to have reached a nadir – in the UK and US anyway – with mistrust rife on both sides, financial and otherwise.

Much of the talk, in media land anyway, is of contracts which leads to the obvious assumption that one or both sides are trying to hoodwink the other.

Creative agencies seem to lack the cojones to make the case for advertising; not ‘content’ but good old advertising that makes brands famous because people like it. You know, like John Lewis. Instead they’re desperately trying to be all things to all clients and, in many cases, not proving to be very good at it.

Well here’s the master at work: good old Don Draper telling a client where to get off.

The fact that he’s, arguably, talking nonsense doesn’t matter that much.

The important thing is that he’s proud of what he’s selling.

Wouldn’t a bit more of that all round help?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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