Should CVs be written in the third or first person?

The traditional and generally accepted advice was that CVs should be written in the third person, "He did this...", rather than the first person, "I did this...". I write many CVs and have tended to agree with this view; the third person point-of-view can sound more objective and authoritative.

However, lately I have had more clients pick up on the 3rd/1st issue and question it. My customers are increasingly seeing the third person as somewhat false, a bit strange and even arrogant.

Whilst I don't think the third person is that bad, I have come round to the view that the first person is better; more natural, immediate, convincing and honest. From now on, unless customers request otherwise, it is "I" and not "He/She" when I write CVs.