Flair can dazzle, but true business sense is the kind of 'creativity' that often wins accounts.
Opportunities abound to creatively distinguish your agency in the new- business process, but creativity must be used tastefully to illustrate strong understanding of a client's business and your vision for meeting their objectives.
"Clients care about ideas, not a trail of dog bones leading to the meeting," says Tom Coyne, founder and CEO of Coyne Public Relations. "Don't get so caught up in creative delivery ...