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The Week: Best of the blogs - Pitch the best, not the most.

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| June 06, 2008 | COPYRIGHT 2008 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

The Sistine Chapel was completed in 1512. As far as I'm aware, Michelangelo wasn't asked to present three different options for the ceiling to go into research.

Once upon a time, agencies recommended one idea to their clients Because this was the best one they could find, they presented with absolute conviction, backing up the point of view with instinct, research and sheer force of personality.

This approach worked fine until agencies got lazy. They still presented one solution, but it was anyone's guess whether this was the finest flowering of the agency's creative product or something conjured up to meet a deadline.

So, one or two newish agencies hatched a plan. They would present multiple routes ...

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