How to Buy Bad Advertising - This argument is...

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This argument is sustainable despite the convenience of instant communication via e-mail and intranet because, generally speaking, clients do like to see on a regular basis the people who are working for them. It's something of an anachronism, but it's true. After all, an e-mail can't take you out to lunch or allow you to win on the squash court – if you see what I mean.

Something else. Practically any given agency will feed to practically any potential client a yard-and-a-half of eyeshine about all its accounts, large or small, getting an equal slice of the service cake. But, let's be sensible, the smaller a client is, the bigger the pinch of salt he needs to take this with. The point is too obvious to be laboured.

And now for his second point. Although 'ours is a difficult account which presents special problems' is a familiar cry, it is seldom as true as it is cracked up to be. Everyone thinks his business is unusual and complicated. In advertising terms it rarely is.

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