It’s no secret that most advertising is silly, irritating, and boring. Everywhere we go, irrelevant ad-noise clutters our physical and mental environments. More importantly, it simply doesn’t work. If your company’s advertising doesn’t rise above the fray, you probably blame your agency—they’re not giving you their best work, or they “just don’t get it.” But consider this: you might be the problem.

Building a more effective client/agency relationship results in more effective advertising. The insights and advice in this book will help you understand what it takes to become a “Great Client.”

The days of the adversarial client/agency relationship are long gone—and you can forget the Mad Men image of a lone creative generating brilliant insights at the last minute. After a long career as creative director at agencies on both coasts, David Ullman knows that great advertising comes from shared communication, shared goals, and mutual trust.