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 platforms for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others during his forty-year career.
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