It can difficult to be different in a crowded marketplace - is “strength and depth” really a unique proposition? Lucy Kellaway describes how the beauty parade can feel from the client’s perspective and poses some challenges that will be familiar to many.
Four teams turned up to pitch. One had just two members, another as many as four. All were easy on the eye. All were smartly tailored, and friendly in that professional way that is slightly chilling. Each team had a PowerPoint presentation, which they ground their way through, assuring us of their “unprecedented global network” and “deep industry expertise”.