Never outshine the client.
If we're the story, we've failed.
Our job is to make our client look smarter, not to be seen being smarter. The credit, the brief, the photo, the quote… all theirs.
The firm that can't help signalling they're the brains behind the operation gets fired, eventually, by every client worth working for.
- 01The client speaks first in the room. Always.
- 02Quotes, photos, bylines: theirs by default. Ours only if they want it.
- 03In meetings, you make them look smart. Especially when they aren't being so.
- 04Walk-up rule: if a journalist or peer is approaching them, you step back, not in.