CLOSE-UP: ON THE CAMPAIGN COUCH ... WITH JB.(Brief Article)

Q: The extra costs our agency puts into billings are driving me up the wall. The final project costs include seemingly amazing items that I had never imagined. Is there any way for us to agree a sum for a project at the outset, ensure that this is the maximum budget and then negotiate costs downwards only?

A: Like an astonishing number of clients, you have been gulled by the great agency confidence trick. You have allowed yourself to be persuaded that, because agencies are ostensibly creative, they are therefore delicate and sensitive organisms with all the explosive fragility of nitro-glycerine.

To ask them to comply with the simplest of commercial disciplines, such as coming in on budget, is to risk igniting tantrums of seismic proportions. Even to mention the word money is to confirm your own vulgarity and put paid for ever to your chances of that Big Idea that will catapult your product into brand leadership and your good self on to the main board. A few fashionable hairdressers exercise the same hold over their deranged clients and on just as flimsy a basis.

Your question contains its own solution, neatly phrased. Send the following letter this afternoon: 'Dear Nigel: from today, no project may proceed until a written budget has been agreed and signed by me. Under no circumstances will this budget be subsequently negotiable, other than downwards. The slightest transgression will automatically trigger your company's dismissal. Cordially yours, Frank.'

Take a deep breath. Repeat to yourself: 'I am the client ... I am the client.' Then do it. You'll feel absolutely wonderful afterwards and the world won't fall in.

I promise.

Q: As a mature freelance creative of many years standing, I've sadly seen a lot of clients and agencies that previously gave me projects, go to the wall. Added to that, many of my friends in the business have retired. I dearly wish I could do the same, but I can't afford to. I need to re-invent myself and get back in among it. What do you suggest?