In general, before 1966, the relationship between advertising agencies and their customers was unbalanced. Businessmen controlled agencies in deciding on budgets, planning, content and design of advertisements.
而且大致說來，五十年代的初期，客戶和代理商的地位仍很不平等，客戶總認為他是出錢的大老闆，廣告預算全憑個人的好惡，做情緒上的投資，對廣告公司的企劃、文案、設計等人員的意見，並不加以重視。