In theory, most agencies and campaigns have an ambition to create differentiation. Yet, most advertising end up being rubbish. While some things are just beyond the control of the agency, many things should be the responsibility of the agency – including making sure that the client doesn’t waste his money on crap advertising.

Point is, reasons of failure cannot be attributed to a client before the own backyard has been taken care of, because improving things become a lot harder if everybody else but you is wrong.