Here's the thing: pitching isn't cricket. It's not about adhering to some outdated "spirit of the game" that rarely exists even in cricket itself.

And then the ghosting starts. There are delays and excuses. And that project you were so happy about winning disappears.

Analysing the positioning statements of 50 agencies, from global giants to smaller firms, I found myself drowning in a sea of ‘creativty,’ ‘innovation,’ and ‘award winning.’