I still can’t believe in 2010 that we are still doing these one way mirror - crap groups - showing concepts - getting feedback and making decisons with hack moderators and their agencies loooking in.

The client is always smug because they want the report to cover their back - so they can make the ‘right’ decision. Or have the back up in case they need to point the finger. What a load of bollocks.

The right way I believe is to use insights to develop the right ideas with smart briefs and brand tonality touch points - then the client and creatives decide which to execute based on their skill and expertise!

No testing - gasp! Well done to clients who get it! Nike and Apple. I wish there were more that I have come across but the sad reality is that most clients want their tidy concept debriefs from a consultancy they know who will not rock the boat too much - added value or the like.

What a load of bollocks this really is.

Here is to those clients who get it and the future ones with the balls to do something about it!