If you want better work, you have to work in a better way.
Client vs. Agency. The classic confrontation. We all know how it goes. The Client comes to The Agency with The Problem. The Agency goes off to solve it. The Agency comes back and presents The Answer. The Client rarely likes it. So, The Agency goes off by themselves to solve The Problem again. Passive aggression ensues.
That’s the old way of branding. And it might be fine for clients who are content to maintain the status quo, but not for those who need to disrupt it. If you really want radically different work, you have to work in a radically different way.
I’ve never been through a process that so efficiently brought forth actionable ideas and helped shape individuals into an effective team.
John McGrath, College Board, VP of Comms and Marketing
We call it Radical Collaboration. It’s an approach that seeks to define and solve problems with clients instead of for them. From figuring out the massive stuff (like what does the organization aspire to be) to the details (like what color should the logo be), we do it all together. We start by literally getting everyone into the same room with our phones off and our brains on. And throughout the project we work hard to maintain an open and productive dialogue. It’s key to collaboration, and while it can feel a little strange at times, it’s a hell of a lot more interesting way to work.