In a perfect world, a client comes to an agency in thrall to its creative and strategic capabilities. They would be open to the hard-won advice on offer; they would take suggestions and adapt their offers accordingly. In a perfect world, the agency would be asked to put together copy or a strategy for a product that’s beautifully designed, created to solve problems for people: something different, something unique, interesting, simple and intuitive enough for a child to use.
Yet most of agency life is not spent on State Street’s fearless statements, or basking in the glory of the Gold...