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.

Elaborate pitch theatrics carry significant risk and must align with the client's brand. An agency was rejected for using plastic balloons by a sustainability-focused client. Theatrics must demonstrate deep research into a client's values, not just generic creativity.

To avoid ethical slippery slopes, project the outcome of a small compromise over time. Exaggerating a claim by 2% for better results seems harmless, but that success creates temptation to push it to 4%, then 8%. This compounding effect pushes you far from your original ethical baseline before you notice.

To ensure genuine collaboration across funds, Centerbridge structures compensation so a "substantial minority" of an individual's pay comes from other areas of the firm. This economic incentive forces a firm-wide perspective and makes being "part of one team" a financial reality, not just a cultural slogan.

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.

While the initial RFI pool can be large, the final presentation stage should be limited to just three agencies, with four as an absolute maximum. This ensures the client team can remain engaged, properly differentiate the proposals, and avoid decision fatigue.

Agencies should refuse to pitch if a prospective client will not provide a budget. This policy protects valuable resources from being wasted on ill-defined or non-committal opportunities. There are polite but firm ways to request this crucial information before proceeding.

The Dubrows were scammed by a tax preparer posing as an accountant who was referred by a famous, wealthy individual, creating a false sense of security. The critical lesson is to independently verify credentials for any financial professional, as even the strongest referrals can be misleading.

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.