Strong client-agency relationships are at the heart of all great advertising. It is, however, challenging when brand managers simply ask for a campaign to “go viral” or are often caught up with lesser significant elements such as the number of brand mentions in an ad. In such scenarios, how should agencies respond and navigate expectations? Anant Rangaswami (Editor, Melt) speaks to Prasoon Pandey, ad filmmaker and director at Corcoise Films to understand how marketers can collaborate with clients on the creative process in order to solve a business challenge.