DIARY: All you need to know about ... What agencies hate most about clients

Publicly, of course, they all say that they have the best clients in the world, but we all know that privately, agency staff can't stand the people that pay their salaries. But what exactly is it that they hate the most? Beijing: Ridiculous deadlines are the most common complaint among China's advertising folk. "Some clients lack far-sighted planning," we were told. We're surprised they only think some of them do. Singapore: Contempt for the consumer particularly irks the industry in the Lion City. All together now: "The consumer is not an idiot ..." Kuala Lumpur: Creative decisions made by committee are the bane of the Malaysian ad exec's life, particularly when they're made by people with very little experience of or interest in advertising or marketing. Apparently decision-making groups as large as 25 are not uncommon - gulp. Manila: Filipino ad people can't stand the lack of mavericks in the marketing industry and the prevailing conservatism that has developed over the past decade. Like their Malaysian counterparts, they don't like decisions being made by big groups, in particular when they include marketing bosses who think that they're creative directors, and people who want nothing more than to appease those marketing bosses who think that they're creative directors. Hong Kong: "Erm, well, erm, I'm not sure ... maybe it's the ... no, wait, it could be ... but then again, well ... hmmm ... possibly the ... no, that's not right ... or is it? Well, maybe it's just the indecision." Enough said.

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