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After one of my ad-league softball games recently, I was commiserating with a few colleagues about the state of agencies’ new-business practices. Apparently, everyone went to the same new-business clinic and still pitches accounts the way their founding fathers did.
If I hear another agency pontificating about their case studies, I may puke. As if you’re the only one who’s had any success in this business. Using case studies as a way to set yourself apart makes us look like an industry that is quickly becoming a commodity.
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