Salvage the dignity.

If you’re the incumbent on a pitch and you’re getting signals that you can’t win, then there’s a good chance that you’re a dead duck.  Resign with dignity.  Then you’ll be free to put your efforts toward another client in the same category.  Perhaps one who doesn’t hate your guts.

Resigning will rob your existing client of the delight of firing you.  It will save thousands of dollars that would be wasted by participating in a review.  It will make everyone at the agency feel like they work at a stand-up joint.

Sure.  It’s a lemon.  You know what to do.


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.