A colleague pointed out an article today presenting the results of a survey on why decision makers at leading brands choose one agency over another during a competitive pitch.   After presenting a prioritized list of 24 reasons, ranging from "Good chemistry with us" to "Will collaborate with my other agencies," they began to explore how and why agencies getting to the pitching stage in the first place and a primary answer was:

"Decision-makers want to be approached by agencies that have smart, well thought, sector-savvy understanding of their particular organization and role... unless an agency has something to say that's several levels more tailored and relevant than other agencies seeking their business, that agency is likely to fail." 

This seems like a very important learning to me.  You can find the whole article here.  Enjoy!

 - Jon Fox