A Conversation with Remeny Armitage

Remeny Armitage directly addresses the core concept of The Space Between — the gap between what clients ask for and what they actually need. Agencies miss unstated client needs because they're too busy executing or because they simply don't ask the right questions.

The best agency-client relationships are relational, not transactional. Client briefs are often incomplete — but that's an opportunity, not a problem. The agency that questions the brief, listens for what's not being said, and surfaces the real need becomes the trusted advisor.

Remeny argues that listening for unstated needs is the highest-value activity an agency can perform. Most agencies look at briefs without questioning them. Most clients write briefs without fully explaining them. The space between is where all the misalignment lives — and where the greatest opportunity hides.