Looks like I've picked yet another topic that requires more than just one trip to the bar in order to quench one’s thirst - the importance of session length.

Our nation’s system of earnings reporting and accounting is about as broken as our campaign finance system. It’s been corrupted for so long that the “tricks” companies employ to even out their reported earnings have become standard business practices, and companies that don’t employ these sleazy methods are seen as cheating their shareholders. This comes to haunt agencies and media companies because one of the most prevalent methods to hide money is to stick it in the marketing budget.

Vendors have to be open to the idea of understanding where an agency is coming from with its strategic thinking. If they’re not open to that idea, a proposal will amount to nothing but a shot in the dark.