"Even in the successful campaigns, our clients often had a feeling that they had been abused by us. They felt that we rather forced their hands, that we’d expressed ourselves in their place. At some point they agree to the means of expression we use – they claim it as their own since we do the work in their name. Nevertheless they felt a bit frustrated. Perhaps that’s because we didn’t behave like suppliers, slavishly following their instructions. Rather, we were like equal partners, working towards a common goal, which they had decided to share with us by offering us the job. They may have felt slightly dispossessed. We are very aware of it with the passage of time, when we’ve spoken to them again later, or when other people have spoken to them." – Pierre Bernard