Winning new business is the life blood of advertising agencies. Whenever agencies, (be they full service, tradition media agencies or digital agencies) pitch for a new piece of business, they pull out their best people, their strongest case studies and prepare the presentation, tailoring it as best they can to what they believe the prospective client wants/needs.

I know. I’ve been in those meetings. IBM at Wells Rich Greene, Taco Bell at BBDO Atlanta, Financial clients in Canada. I have done many.

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