Opinion: Perspective - Doing the best work is no longer good enough.(Viewpoint essay)

It makes you wonder, doesn't it. The Sony Europe review. What does an agency have to do to keep a client satisfied these days?

Producing arguably the ad industry's best body of creative work over the past few years and driving sales of your client's products are clearly no guarantee of a secure relationship (though having terrific results against both these criteria does give Fallon a strong hand as it goes into battle to retain the Sony business).

Sony says it's 'extremely pleased' with 'the work that Fallon has done on our behalf', which is a slightly odd and distant way to talk about your agency partner who created 'balls', 'paint' and 'Play-doh'.

So …