The document appears to be a collection of quotes from clients and agencies discussing their relationships and perspectives. Some key points: 1) There is a lack of trust between clients and their agencies, with clients not believing agencies can solve their marketing problems and agencies feeling clients get in their own way. 2) Both agree that longstanding relationships lead to the best advertising, but agencies and clients do not always see eye to eye on strategies and goals. 3) Relationships can become polarized when one side craves connection and the other independence, or when past negative experiences cause one to view the other as previously traumatizing. Effective relationships require trust-building and deep understanding.

2. the best relationship advice:
makesureyouare
the crazy

3. ClientAgency
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017

4. what’sthefirstadjectivethatcomestomind?

5. Client’s briefs lack focus
Ofagencypeoplebelievethat
*IPA Survey 2015

6. Clients lack strategic thinking
Ofagencypeoplebelievethat
*IPA Survey 2015

7. Agency to client:
Youhavenounderstandingofconsumersat
all.Youthinkyoucanjustshowupandpeople
willpayattention
*Get Naked at Cannes 2015, Tim Leake, rpa & USA Today survey

8. Client to Agency:
Honestly,Isimplydon’ttrustanyofmy
agenciestoactuallysolvemy
marketingproblems
*Get Naked at Cannes 2015, Tim Leake, rpa & USA Today survey

9. Agency to client:
You’remostalwaysyourownproblem.
Youcan'tgetoutofyourownwayenough
tolettheagencydogood,businesschanging
work.
*Get Naked at Cannes 2015, Tim Leake, rpa & USA Today survey

10. Client to Agency:
Youdon'tgetit.Youspendalotoftimeselling
usonyourideas,butifyouputthatenergy
intoworkingtowardthesamegoal(sales),the
resultswouldbebetter.
*Get Naked at Cannes 2015, Tim Leake, rpa & USA Today survey

11. Agency to client:
Thinkofyour3favoritebrands.Doyouthink
theytookrisksorplayeditsafe?Fiveyears
fromnowifweasksomeoneelsethatsame
question,doyouthinkyourbrandwillbein
theirtop3?”
*Get Naked at Cannes 2015, Tim Leake, rpa & USA Today survey

12. Client to Agency:
Weareinterestedinmakingwaves-butnot
justforthesakeofit.
*Get Naked at Cannes 2015, Tim Leake, rpa & USA Today survey

13. What leads to the best
advertising?
Longstanding
relationships
AgenciesAgree
*Get Naked at Cannes 2015, Tim Leake, rpa & USA Today survey
ClientsAgree

14. What leads to the best
advertising?
Clients trusting their
Agencies
AgenciesAgree
*Get Naked at Cannes 2015, Tim Leake, rpa & USA Today survey
ClientsAgree

16. Added-Value
Model
1920s
Added-Value
Model
1910s

17. Added-Value
Model
1920s
Added-Value
Model
1910s
Co-Ownership
Model
1940s

18. Added-Value
Model
1920s
Added-Value
Model
1910s
Co-Ownership
Model
1940s
Integrated
Model
1970s

19. Specialization
Model
1980s

20. Consolidating
Model
1990s

21. relationships

22. Roles, feelings, and behaviors are polarized.
One feels more and more dependent and craves connection, the other
craves separation and independence.
The ‪‪Polarized‪Relationship
example: The more you try to please the client, the more he’s feeling assaulted

23. A person is quite unsure about bonding and forming a relationship,
often for both conscious and unconscious reasons. Bonding with
another is something the person sees as disrupting from themselves.
The ‪‪Isolate‪Relationship
example: The client that doesn’t want to have a stable relationship and works
on a project basis with different agencies

24. One projects into their partner the “parasites” from his/her past & the
other takes these in & actually becomes a previously traumatizing
person.
The ‪Re‪-traumatization
Relationship:
example: The client had an agency that convinced him to do something that
didn’t work and now he’s saying “all you agencies are the same”

25. This is the roommate relationship in which conflict is generally
avoided and is often organized around common tasks -parenting
and/or the family business. It may be described as a “role fulfillment”
relationship.
The ‪‪Empty‪Relationship
example: “I don’t really like this agency, but they can do the job”

26. You adopt the role of your partner in a previous relationship in your
current relationship, like if you were cheated on in a previous
relationship, you become the cheater in a new relationship.
The ‪‪Flip‪-Flop Relationship
example: “That client treated me like an idiot. So I’m going to treat this new
client like he’s idiot”

27. everafter

28. 1899
1920
1943
1902
1907
1956

29. TrustBuilding
DeepUnderstanding
BetterSolutions
HigherResults
TrustBuilding

30. howaretheymade?

31. ourwayofunderstandingtheclient’sdecisionmakingprocess

32. foresee:
verb
to see into the future

33. cost
decision
credibility quality chemistry+ + +

34. workouttime

36. 9.000 eur? WTF?
It costs the same as a Logan!
AntonGherca,NestleBrandManagertoPleonPR
2011

37. howdowebuildit?

43. Benjamin Franklin

46. Valuation
Builder Evaluator
easy difficult easy difficult
Origami Valuation

47. thing
more