I remember back in the day when I was promoted to Junior Account Executive at Wilson Hartnell Advertising in Dublin. I had one suit (mid-blue pinstripe) and a strong desire to progress my career. In those days, a presentation for new business would inevitably lead to, at least, one really late night in advance of presentation day. The Junior AE always getting the responsibility of photocopying and binding the vast reports that agencies thought they needed to produce. The last thing to go into the report was always the ‘creative rationale’. This was written in a ‘cart before the horse’ sort of a way, after the creative material was produced. Naturally, the rationale was written to suit the idea produced. A cynic might put forward the argument that this bit of writing would be the most creative of all, making the case for the ideas produced, often at the very last minute. But, I’m not a cynic.