The Importance of Education in Briefing

Pitching is something that's really broken within the industry. If you do find yourself in that situation of pitching, always make sure that you are talking to the decision maker. And I think if you think of 99% of the briefs that we've not won back in the day, they were traditionally because the decision maker wasn't in the room. You don't want to force someone into something they're not comfortable with.