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June 2013

Reason 2: Why clients overpay—they outsmart themselves.

I used to work on a national business-to-business account with my old pal, Frank. Frank was a nice guy, smart marketing thinker, great sales force motivator. But he liked to think of himself as a wheeler-dealer. He liked to be the straw that stirred the drink. So, even though his account was not that large, he always had a primary agency of record relationship, a graphic design firm relationship, a couple of freelance relationships, a couple of printer relationships, and a couple of photographer relationships. He thought he was going to work everyone against everyone else and end up with…

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