Risa Bernstein, Flashpoint Medica

June 2, 2008

Trust is one of the great intangibles in the agency–client relationship. It probably affects the choice of an agency in the first place. With trust comes loyalty, and with loyalty comes a willingness to take the kinds of risks that lead to truly breakthrough ideas, without fear of penalty and failure.

Trust is one of the great intangibles in the agency–client relationship. It probably affects the choice of an agency in the first place. With trust comes loyalty, and with loyalty comes a willingness to take the kinds of risks that lead to truly breakthrough ideas, without fear of penalty and failure.

Communication is another secret to maximizing agency value. And I define maximizing agency value as consistently innovating differentiating ideas that drive products and markets. The more a client takes the time to communicate about not only the brand and the market, but also about the company culture, processes, people, expectations, likes, dislikes, business philosophy, past success, past failure, etc., the more an agency can deliver on expectations.

Clients and their Agencies must be flexible with one another. Especially since they often work through the tedium of tight timelines and tight budgets. Appreciation also informs the best team relationships. There is no substitute for members generously sharing their observations of a job well done, a great idea, an ingenious innovation, or a can-do attitude.

Listening to another point of view, really hearing it, is pivotal to building team and producing great work. When one person (or side) of a relationship comes to the table with a fixed and unmovable viewpoint, a disservice is done to the creative process. Spirited debate is the fuel that drives great thinking, and open minds are wide windows to new and differentiating ideas.

The Skinny

Flashpoint, a full-service healthcare communications agency, is three years old and has roped in such megabrands as Herceptin, Avastin (managed care), and the Cypher drugeluting stent.

Telephone: 212-894-9750

E-mail: info@flashpointmedica.com

Web site: flashpointmedica.com