Hasta La Creative!

Let’s all agree on one thing: Pitches are a huge effort, for both advertisers and agencies. They take a massive amount of time and resource, so it would be foolish not to make the most of the opportunity they present.

And yet, too many advertisers fail to prepare and thus risk getting a sub-optimal outcome. They think they can do this because media agencies, all agencies, are so desperate for business in an oversupplied market that they will participate and put their best foot forward, regardless of the terms of the brief and beyond.

But that’s simply not true anymore. It might have been partially true in the pastalthough smart agencies have always opted to put their best people on the most attractive pitchesbut it’s certainly not true now.

Continue reading at AdAge.com