* agency asks*

What’s the one thing we want to communicate in this campaign?

*client answers*

That we offer 5 types of health services plus we have one more coming soon and our staff are real people who are friendly but not as good as Mike from Corporate who we want to hero and that we offer organic fruit & veg and also we are really good at what we do more so than before with 3x proof points that backs that up which leads to the rational consumer benefit of better results.

*agency responds*

Ok, that information is great, but how about we land one message only for the bus version of the ad?

*client says agency is being difficult and briefs in-house designer*

Note the above is a fictional exchange of events and I don’t even imagine Pinnacle Health Clinic has an agency… but maybe they should.