In a perfect world, a client comes to an agency in thrall to its creative and strategic capabilities. They would be open to the hard-won advice on offer; they would take suggestions and adapt their offers accordingly. In a perfect world, the agency would be asked to put together copy or a strategy for a product that’s beautifully designed, created to solve problems for people: something different, something unique, interesting, simple and intuitive enough for a child to use.

Yet most of agency life is not spent on State Street’s fearless statements, or basking in the glory of the Gold Cannes Lion won for doubling yoghurt sales while saving penguins. The reality is far more mundane: most people have to do at least some boring work for at least some boring clients.

Jonathan Kranz is a copywriter who has literally written the book on the discipline with his contribution to the ‘For Dummies’ series. While Kranz is no idealist, he is an optimist, striking one of the most engaging poses at Advertising Week Europe (London, March 2018) with his small stage session, where it felt like the audience was truly getting at the knotty corners of problems it knew well, but needed some encouragement in solving. His optimism chimed with a call to any persuasive writers: even when doing boring work for boring clients, you have a responsibility to produce similarly great work.