Agencies often pitch exciting, ambitious "North Star" campaigns that get one department excited. However, these ideas frequently fail because the client's internal teams (e.g., digital, PR, comms) are siloed and not aligned. The agency sells a vision that other departments ultimately block, leading to an inability to deliver.

The first filter for fastvertising isn't creative potential, but the seriousness of the event. Brands must determine if it's appropriate to make light of a situation. Pop culture is relatively safe territory, while politics, disasters, and conflicts are high-risk zones to be avoided.

A top copywriter declined a major Harry Potter project because she had no personal connection to the universe. Protecting a brand's legacy and respecting its audience is paramount, even if it means sacrificing a high-profile job. This honesty builds long-term trust.

Brands using AI to write RFPs are a red flag. These documents are easy to spot and lack the specific, human insight needed for a quality response. Briefs should come directly from senior decision-makers to clearly articulate the business's actual needs.

Creating a genuine brand voice requires deep immersion, not just a brief. By spending months interacting with dozens of employees across all departments, a consultant can uncover the shared language and core truths that form an authentic, resonant voice.

When a client offers harsh, fundamental criticism during a pitch, the best response is not to defend the work but to acknowledge the miss. One CEO won a pitch by immediately conceding the point and offering to re-pitch, demonstrating humility and confidence.

Providing an exhaustive list of creative ideas, including weaker ones, often backfires. Clients, seeking safety or overwhelmed by choice, gravitate towards the most bland and forgettable option, undermining the project's quality.

Strict adherence to brand cohesion often stifles creativity and results in subjective boardroom debates. Brands achieve more by focusing on creating relevant, timely content that resonates with their audience, even if it occasionally breaks established stylistic guidelines.

Forward-thinking agencies can lose business by pitching complex, integrated solutions when a client has a specific, immediate need and budget (e.g., traditional SEO). It's crucial to meet the client where they are and deliver value on their stated problem, rather than being "too proud or innovative" to do fundamental work.