Morgan McLintic has a great post on "How To Be A Terrible Client." I was not sure whether to laugh or cry. Here's Morgan's Top 10 List (be sure to visit his site for the wry commentary that accompanies each "suggestion"):1. Never praise the agency.
2. Don’t set targets.
3. Demand constant attention.
4. Never make up your mind.
5. Brief light, brief late.
6. Delegate the bottom of your to do list.
7. Maintain radio silence.
8. Pass the blame.
9. Make sure you are the single point of contact.
10. Pay late
To this list - which is close to a perfect list of reasons to fire a client - I'd add:
11. Make false promises. Wanna have a laugh at the agency's expense? Set a "performance metric" with vague promises of "reward-based incentives." Then, when the agency hits the target, find something else to complain about, so that the agency execs stop exulting and instead slink towards the underbelly of the nearest rock.