Mythbuster: Rigour is always good

Les Binet and Sarah Carter

Pitches can fail for a variety of reasons, one of which is when too much attention is given to the creative idea and not enough to the actual numbers that matter.

Mythbuster: Rigour is always good

Les Binet and Sarah CarterDDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea that rigour is always good.

We were recently discussing a pitch. Looking back on it, the team were frustrated at where it went wrong. The strategy had been agreed, the brief had gone into creative teams, and everyone thought their idea would work brilliantly.

But at the last minute, someone did some quick calculations. The strategy was to increase frequency of purchase among existing users. But the...

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