As Sun Tsu once said, “Tactics without strategy is the noise without the defeat.” In the context of advertising, the same is true. Strategy is essential to creating work that truly connects with consumers. That breaks through their defenses. And that ultimately… wins them over.

Every relationship, client or otherwise, is part art and part science. So for this Fireside Chat, we decided to sit down and talk with some of the best client-side marketers in the business to get their unvarnished view of what it takes to create a great client/agency relationship.