Client
In a Nutshell
The client is the brand, organization, or person the agency serves. They own the work, set the budget, and make the final decision. In theory: a business partner. In practice: sometimes the idea's biggest test.
What It Really Means
The client is at the center of agency life. The work is done for them, the decision is made by them, the budget is in their hands. But this doesn't always mean the work will be better.
A good client knows what they want but also leaves room for the agency's expertise. A bad client picks the agency for its expertise, then interferes with every area of that expertise.
The client sometimes grows the idea and sometimes weakens it by pulling it toward the safe zone. That's why the agency-client relationship is not just a service relationship, but also a trust relationship.
In advertising, good work often requires a good client before a good agency.