I Don’t Like It.

Some clients give the ad agency the clearest possible brief on the product, define the target audience right down to age, income, where he lives, where and how he buys… so much so that the ad agency can “see” the audience as a person they know, can hear how he talks and actually knows what will make him listen.

However, when the agency presents the creative, the client says, “I don’t like it.”

(But then the client himself is not the target audience for his own advertising!)