What can creative agencies do to be more innovative? 

 Creative agencies can ask themselves: how can we learn what we don't already know? And not just on behalf of our brands, but in terms of how we actually service them. Can we improve how clients consume and experience our services? Are there models that allow us to move faster and with less friction? Innovation requires us to be vulnerable enough to admit we don't have all the answers – we have to be open to learning new information and willing to change our minds. 

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How do you truly understand what a client's needs are, when they don’t always know themselves? 

You have to reverse engineer the questions that will help you see the whole picture.

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How do you know when to lean on experience and repeat a model, vs take the risk and try something different? 

It depends on the company's maturity, financial position and leadership. Knowing when to take a risk requires a close partnership with the client and putting their business first (not seeking our own awards and accolades at their expense). Not every brand is an innovator – knowing who is and who isn't is critical.