Switch 'nice to have' for 'unthinkable not to have'
Rory SutherlandOgilvyOne London
The IT industry has a powerful lesson to teach agencies, writes Rory Sutherland.
"The fox he knows many things, but the hedgehog he knows one big thing."
I once met someone from an IT company who had been present at several advertising pitches. By and large he was impressed. In countless ways - the pitch theatre, the audio-visual displays, the presentation skills - he had found what the agencies did extraordinarily impressive; much more exotic and polished than anything he had seen before.
"But," he went on,...