The media agency says to a client, that’s a question for the creative agency. The creative agency loves it because they are being called creative so they act like spaniels being tickled saying ‘oh that’s lovely, we’re being called creative’. What the client might hear is that the creatives are a bunch of flaky bastards who wouldn’t know a spreadsheet if it mugged them.

Rory Sutherland, vice-chairman of Ogilvy UK