1 Introduction
I was a vice president, creative director, and junior partner in a retail advertising company in New York. We were pitching our agency to a leading retailer in the area. We had outlined our media philosophy, shown him our reel, and made some projections about how we believed we could increase their business. It was nearing the end of our interview, and it looked like we had sold the client on our agency and also on using television to advertise its chain of stores. The prospective client turned to me and asked, “So how much will the commercials cost?”
I thought about it for a moment or two. It was the predictable, impossible question that I had come to dread. I knew that this time I was about to answer in a hostile way, but ...
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