Going into a mid-January account review with a consumer products client, Jeff Smith, cofounder, CEO, and CFO of JS2 Communications, was confident the relationship would continue. As such, he was shocked to learn the client wanted to let the agency go so it could afford to hire someone to manage Web 2.0 initiatives, such as maintaining MySpace and Facebook relationships, as well as newsletter writing.
“[The client] thought it had to be either/or,” says Smith, who kept the ...