A fundamental truth about advertising is that advertising agency people are not the ultimate decision-makers. As the advertising agency system functions today, they are the puppets, the manipulated. Nor is the advertiser as he sits astride the bleeding, panting agencyman the one who wields the whip in full command. The final control, the decisive power, is in your hands and under your command - if you will use it.

The Permissible Lie: The Inside Truth About Advertising, 1968, p. 6.