Pitching is all about desire and chemistry. Clients can sense division and uncertainty like dogs sense fear. This is why I recommend that pitch teams are small. The best pitches are made by people who know each other well, and like and respect each other.

I have a simple rule: the idea has to be agreed one-third of the way through the process. The second third of the time should then be spent blowing it out in every direction. And the final third must then be devoted to preparing the presentation. Too many agencies try to make their idea perfect, when it doesn’t have to be perfect. It just has to appear better than the ideas presented by the other agencies.