An agency’s culture is its most valuable commodity. Nurture it and it grows. Poison it and it dies. The biggest misconception ever introduced to the advertising business was the idea that creatives and account managers have entirely different agendas and priorities and can never completely trust one another. Nothing works without respect. The ideal agency management/creative relationship is one with a seamless free-flow of information, ideas and approaches unencumbered by walls, departments or hierarchy. Everyone should feel a sense of contribution and pride with a vested interest in everything that results.