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An agency friend of mine won an advertising pitch recently. I asked him when the work was due to go live and he told me, but he added that the work that was going to appear was not actually what was presented in the pitch. The work that had won the pitch had been ditched by the client. They were going to go with something else. Now this is a conversation I have had many times; a scenario frequently repeated. Creative work is presented in a pitch environment, one agency wins, but the pitch-winning work is then abandoned in favour of something different. What can we learn from this?

Direction versus destination

In these scenarios, the buyers ...

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