:: adgruntie :: Clients pushing the envelope?

+ Clients, not agencies, stretch the box according to this article.

"Clients are looking at the results they're getting, and they're not happy," said Miles Nadal, chairman and chief executive of MDC Partners in Toronto, the parent of innovative agencies like Crispin Porter & Bogusky and Kirshenbaum Bond & Partners. "Historically, agencies pushed clients. Today, clients are pushing the agencies. The same old, same old is not being accepted."
[...snip...]
"In the '80s, we used to fight with clients over creative. In the '90s, it was about strategy. Now, it's only about money," said Jonathan Bond, co-chairman of Kirshenbaum Bond & Partners in New York.

So in a trend-conscious industry, economizing is the new black. For instance, when Kirshenbaum Bond recently filmed a commercial for Liberty Mutual Insurance, retelling the tale of the Trojan horse, "instead of building a massive set, we used miniatures," said Rob Feakins, vice chairman and executive creative director.

Interesting. So basically the clients want cheap, excellent, and fast...but you can never have all three. One component of that *always* gets sacrificed, and usually it's the excellence. I'm not quite sure how clients are pushing the envelope if they are wanting all three of those, because, it just never happens (well, rarely).