Great brands are like great people and when great people know who they are, where they’re going and how to get there, they can contribute to the world in a way that is larger than any one single area of focus. At a certain point, they transcend their specialized field and become something larger than themselves, larger than their community, and larger than their chosen category. They become Brandscendent™.
Advertising, we have a problem. The agency industry is unlike any other. People in other industries don’t provide their would-be clients with “spec work” for free. So why are agencies expected to think for free when pitching for a new account? It’s a topic that strikes a chord throughout the industry with an ongoing debate over the question of should agencies be paid to pitch?