Back when I worked in the agency world, I remember the angst every time an unreasonable demand came in from a client without a “proper” brief. Rather than try to change this sad reality of last minute requests (or complain about it behind the client’s back), “The Backscratchers” agency have created a model that embraces this commonplace dysfunction and offers clients solutions via freelancers when they need it most. It’s easy to understand both why clients might love this disruptive model, and why it has many competing agencies confused and scared.

Read the full story on The Drum >

Love non-obvious stories? Get my weekly newsletter with stories like this one along with a short but useful analysis of why it matters … all delivered directly to your inbox every Thursday morning!

Subscribe to the Non-Obvious Insights Newsletter here >