The Work: Private view.(Rainey Kelly Campbell Roalfe/Y&R and Publicis Ltd.)(Column)

CREATIVE - Ben Priest, executive creative director, Rainey Kelly Campbell Roalfe/Y&R

I've been racking my brain trying to work out who will be doing the column opposite. What highly amusing, left-field link will there be between myself and the other reviewer? Perhaps Campaign will get a real priest or vicar to critique the work from a biblical point of view? Hmm ... unlikely. What about John McVicar? Not so big on the lofty religious values, but he certainly over-delivers in the hard-as-nails department. Perhaps they'll get the Priest from VCCP? Although one hopes he's currently sunning himself on an 80-foot yacht in the South of France, surrounded by Brazilian supermodels and a large suitcase full of cash.

Anyway, enough of this nonsense.

The British Heart Foundation (2) has done some new posters. Now here's a client that historically has held a mini-pitch each time they do a new campaign. I've always felt this approach was somewhat short-sighted, and this work doesn't do anything to change my opinion. As someone who sits not a million miles from me often says: 'A pitch is the sound of one hand clapping.' The best work comes when the client and the agency embark on a long-term partnership. You develop a deeper understanding of the business and of each other. First dates are great, but if you want to have a significant and meaningful relationship that will change your lives forever, I'm afraid the conversation has to go a bit …