Just after I entered the creative industry, I was briefed on my first pitch ever and I remember asking "But hold on, so our agency gets to develop complete strategies, ideas and executions and we only have a chance of getting paid if we win?"
Twenty years on, I'm used to spec work being part of the client-agency dynamic. For all its flaws, I do have to admit I also love pitching. The short timelines, high stakes and competitive nature create an urgency that can bring out the worst in teams, but also the best.
I've won pitches and I've lost pitches. Both have taught me valuable insights. I wrote them down for my latest article for Campaign Magazine.
