 A strong agency-brand relationship comes when you can have good debate. Part of what we see as important as an agency is being outside perspective. They know their brand better than we're ever going to know, but we know things that they don't know. The client might ask for one thing, but we also show them an option that pushes them further because that's why we're there. They're making sure that we're not just all falling in love with our own ideas, but we're questioning our ideas, we're challenging our ideas, and they push us to be better. Questioning the intelligence around the business is what's critical to help build that partnership. I look for longevity, I look for people who understand it's a long-term partnership right from the beginning, and people who really discuss business issues with me other than just, here's the brief that we're trying to crack right now. Being willing to share work in progress, understanding that not everything's going to be perfect, and being willing to take ideas from both sides. They need to trust us, but we need to also trust them. Trust is one of those things that it's very hard to earn and it's very easy to lose. Agencies earn trust by being there with me in the trenches. We're working together to drive the results and we're coming together as one team. Invest in understanding the company and the company challenges. They understand my business, they understand the challenges that we're facing. To create a good culture between an agency and brand, have fun. It's advertising, it's marketing. If you're not having fun together, life is too short, move on. Really spending time with one another to understand where you are in the lifespan of the product, the company and what you're trying to achieve. Understanding why we're working together and understanding what is motivating us. We are so much stronger with the help and partnership of our agencies.