Play dirty, but fair.

Your team arrives at the pitch location, and is ushered into the room.   Now what?  First, how is the room arranged?  Where’s the best position to speak from?  If the pitch is on your home turf, use place cards so everyone sits where you want them…not wherever they want.  Two:  check the shades.  Is the room too bright?  Three:  the temperature.  Too hot or cold?  Sleepy or shivering clients not good.  Four:  when you leave, put it all back like you found it.  Don’t leave your advantages on the table for the next guy.  And be sure you don’t throw any of your work in the trash.

That’s the first place the next agency will look when they enter the room.


David Fowler created long-running advertising campaigns for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others. His forty-year creative career included twenty years at Ogilvy & Mather in New York, as well as stints at Goodby, Silverstein in San Francisco, Ammirati & Puris in New York and The Richards Group in Dallas.