Creative Review Shortlists Are No Longer All That Short

Finalists face longer odds with up to 5 competitors

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Traditionally, a finalist in a creative review has had to beat just a couple of other shops to get the business. Recently, though, the odds of winning have gotten much longer.

The finalists that emerged in reviews for CVS, the Legacy anti-tobacco campaign and TripAdvisor faced four or five competitors. “That’s frustrating,” said a leader at one of six shops that pitched TripAdvisor, adding, “It’s hard to stay motivated.”

With as little as a 17 percent chance of winning, some may wonder why agencies in those reviews even bothered with the long and expensive pitch process.



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