Nobody likes a control freak: Rapp's Shiona McDougall on developing a client relationship without limits

Chief marketing officers, marketing managers, creatives, agency folk – we’re all guilty of a little control freakery. I’m not talking about personal leadership styles (that’s a whole other story). I’m talking about the relationships between brands and consumers. Control in any relationship isn’t healthy. Controlling brand-consumer relationships does not end well either. Look at what happened to the music industry.
You wouldn’t make the same mistakes thou