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You can definitely include pitch work examples you think show off your talent, and if you get to talk to a potential employer about them, you could totally say “this is the idea that helped win that business for my agency.” But I would always lead with work.
Pro
You weren’t a big reason the agency won it.
The bean counters were. The more you can grease the client procurement team's palms, thats the golden ticket. Creative? Oh you poor child.
Make your own side projects for something you care about. Things I made on my own are the things that got me in the door at good agencies/companies.