An agency I once worked with had plenty of money to spend on lunches. Well, they all did; but this one had more than most. It had a lot of government business, and when bureaucrats throw money at advertising campaigns, they don't count it first. Counting money is for the private sector. Governments don't spend their own money; they spend yours, so why stint? They can always get their hands on more. Anyway, the agency wanted to reward its clients for being loyal. The CEO decided to take its $5 million-plus clients to dinner, and give each an expensive Swiss watch. He'd written the presentation card himself, omitting to run it past the copywriter: 'We'd like to thank you for being a client by giving you this timeless watch.'