It’s no time right now to be reactive, you have to be proactive. And it’s much easier to be proactive on the client side. — John C Jay at UNIQLO Why be a Creative on the Client Side? November 01, 2016 in Work Last month I left Adam&EveDDB and went client side to what3words, a very clever and hard working tech company. The quote above grabbed my eye because it sums up the difference beautifully.