‘Reduce risk by giving your agencies hell’

In my many moons in agency new-business, the most dramatic shift I saw was how marketers approached ‘credentials’ meetings. When assessing network agencies offering established services, they were confident. But when weighing-up emerging disciplines like creative technology, content and service design, they weren’t.
Once assured and reserved, they would become curious and confessional. It felt like they were searching for something. So why the new disciplinary angst?
In search