Nobody likes being sold to. Being sold to reduces that chances that you’ll actually buy. So creative teams that urge account people to “sell” their ideas are misguided as well as patronising. When it comes to helping great work see the light of day, the role of smart account management …
In the name of “doing the right thing” many clients run their pitch processes on a “level playing field” basis. It is good that they care about doing right by the pitching agencies – many don’t – but that care is misdirected. A level playing field approach means that all …
Professional golfers are more likely to hit a hole-in-one than mere mortals. But it’s still a relatively rare occurrence. Because there are so many things that can prevent a hole-in-one from happening. It requires skill and luck. In fact a hole-in-one is a minor golfing miracle. Great creative work that …