Mumbrella360: Fear, bad briefs, egos – The biggest client-agency taboos, according to industry leaders
At Mumbrella360 last month, Spark Foundry revealed its latest research initiative, uncovering the top five taboos in client-agency relationships. Here are the juicy details.
Presented by chief strategist Caroline Hugall and strategy director Josh Green, the research acted as the third chapter in the agency’s ongoing exploration into client-agency dynamics, following 2022’s ‘In It For the Long Haul‘ and 2023’s ‘Finding the Holy Grail’ papers.
Despite the industry’s pervasive habit of predicting its own downfall, Spark Foundry established that it has never been more resilient. However, internal conflicts and self-doubt lead to gaps in empathy, power and purpose in client-agency relationships. A lack of mutual understanding means the industry struggles to collaborate and innovate. As an industry, Hugall said we need to inspire practices that build personal relationships, enhance appreciation for each other’s work, and foster mutual respect.
