do small agencies ever proactively pitch brands and have them be like ‘yeah we like that let’s do it’ or is that more of pipe dream

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I heard of one or two agencies sending out spec creative work as a new biz tool … but in general, the problem you want to solve for the company isn’t the problem they want to solve.

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Excellent advice.

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Years ago, a scrappy upstart called mcgarrybowen (now Dentsu) swiped the Verizon business right out from under McCann’s nose by selling in the original Droid idea. McCann had been grinding for over a year on an iPhone killer, while mcgarry pulled their pitch together in about a week—and won. Of course, they had an in. Their founder had connections in the C-suite and quietly slid the idea in without a formal review. The ad was a hit. A few months later, McCann lost the account. Years passed, they eventually won it back—only to lose it again a couple years ago to Ogilvy.

It’s a challenging situation, because as a small agency, you have to be very “choiceful” about where you will apply your limited hours/people.

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