Once upon a time, agencies recommended one idea to their clients. Because this was the best one they could find, they presented with absolute conviction, backing up the point of view with instinct, research and sheer force of personality.
This approach worked fine until agencies got lazy. They still presented one solution, but it was anyone's guess whether this was the finest flowering of the agency's creative product or something conjured up to meet a deadline.
So, one or two newish agencies hatched a plan. They would present multiple routes earlier on in the process. This allowed braver work to be aired early on and let clients get used to the more challenging stuff.
But then, multiple routes became standard. "Never mind the quality: feel the number of make-weight creative ideas" became the industry's new mantra.
I can't help feeling that the time is right to re-embrace giving our clients the very best work we possibly can - and nothing else. Isn't it time to end the spectre of "the route we want to sell", "the route we don't mind selling" and "the safe route the client will like"?
Because, regardless of what is asked for, it remains the case that all our clients really want out of an agency is one brilliant idea.