Singe the earth. Don’t scorch it.

New business pitches are momentary aberrations that can have long term effects.  You can win a new client and transform the entire advertising agency.  Or, in the emotional rollercoaster of pitch mode, you can wreck your relationships within the agency for nothing.  Win in a way that results in a loyal team to carry the new client forward.  Lose in a way that lets you carry a loyal team back to what you were doing before the pitch.


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.