I am big believer that, whether they want to admit it or not, agencies are defined by their clients. A client’s willingness or desire to do interesting or innovative work is what’s going to help you or hurt you in your attempt to create successful campaigns, build a portfolio, win awards and recruit new talent. The client’s culture invariably rubs off on the agency. It’s important to consider this going in to any new relationship. Good clients are secure and accountable individuals, who know what they need to do and can give clear direction.

via www.digiday.com

Worth reading twice.