The result is that many of us find ourselves in a catch 22 position. The best way to prove our capabilities is by creating great work for clients. But how do you convince the client (who has you pigeon-holed in some or other discipline box) to give you the opportunity to do great work? Faced with this conundrum, a handful of farsighted agencies are getting on and building stuff, creating self-initiated projects demonstrating their capability to the world.
The art of agency self-promotion – probably the most important “marketing trend” for 2011. (via bashford)