With apologies to John Gray Ph.D.
In the mid-nineties, the publishing industry enjoyed something of a boon, as desperate couples turned to bookshops for the answers to their dysfunctional relationships.
The book that kicked all this off was John Gray’s bestseller ‘Men are from Mars, Woman are from Venus’.
Now I’m not here to advocate for generalised gender observations, but the overall approach Gray took was a valid one.
You see, Gray understood that we all need each other.
We may share common goals and aspirations, but we start from different places and go about accomplishing them in different ways.
In that sense, it’s a lot like the relationships between agencies and clients.
We may want the same thing, but start from different perspectives and we’ll go about it differently.
We agency people need to look beyond the brief.
Clients need more understanding.
What are the hard business issues behind the brief?
You’ll get to a much more balanced relationship
Also an occasional hug wouldn’t kill you, would it?
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About Me
- Kevin Jackson
- The glasses are important, since I’m almost totally blind in one eye. This means I have zero depth perception. Instead of making snap judgements, I have to think around a subject and look again to try and gain a sense of perspective. And that’s what I’m doing here - taking a different view of the trends and patterns around us to see if they’re as close as they seem, or further away than we thought. There’s not a discipline within the communications mix that I haven’t spent time in – what connects them though, is my passion for igniting advocacy and word-of-mouth. I’ve also worked on multi-platform campaigns for some of the world’s biggest brands, we are all on first-name terms. Ultimately, whether it’s a consumer, business or internal audience, no one is exempt from my belief in engaging experiential communications. Over the last four years ago, I’ve been busy developing relationships across the telecoms, technology, FMCG, retail and energy sectors, to name a few.
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