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You might imagine that a pitch by an advertising agency, to a major brand-owning organisation, based on a clear brief, using a lengthy and thorough process and involving detailed stages of strategic analysis, research and creativity, would end up with a decision that was both evidence-based and objective.

Go on, you would, wouldn’t you?

Again, sorry to disappoint you. I have personally seen (as have lots of the people I know) many situations where the client has seemingly made the ‘wrong’ choice, based on any objective, independent review of the evidence. Why? Well, I know the answer to this because I’ve done it myself. Having reviewed the ...

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