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Creative Review Shortlists Getting Longer, Increasing Competition

  • Adweek, Tuesday, April 15, 2014 5:07 PM
The short lists of finalists in a creative review to win a company's ad business are getting longer, up to five or more competitors, decreasing the odds of winning the "long and expensive pitch process," writes Andrew McMains. Why? Three reasons, at least: "market conditions, the number of decision makers involved and when the brand last searched for a new agency," McMains writes.

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