It our hyper-fast, hyper-superficial, hyper-shallow world, one of the things that agencies and clients have lost is the ability to discover or uncover relevant differentiation for products and brands.
We rush everything into production (and then peck it to death) so for the most part our communications impart to the viewer no useful information.
I remember studying the work that Carl Ally, Inc. (the predecessor agency to my Alma Mater, Ally & Gargano) did for Pan American Airlines. An ad with about a dozen visual call outs that read: "All airlines charge you the same. All airlines don't give you the same." http://designarchives.aiga.org/index.html
If an agency and/or client can't do the following, the should quit/resign.
All ____________ charge the same.
All ____________ don't give you the same.
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