Phil Lynagh is regional managing director at Tag: Worldwide JLT
“Why has the act of asking for a budget from a client become such a dirty deed? There must be short straws being drawn across many agencies for who gets this seemingly suicidal mission, when holding your head above the trench and daring to ask “how much?” will get you shot at, taken prisoner and summarily executed in front of the receptionist.
When I do ask the question, which is often, as I demand that my team and I are given some sort of budget to start work, the responses I get vary from disbelief to pure horror. At worst, the look on the recipient’s face would suggest I’d walked into the family home on Christma
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