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I’m not a copywriter. Though a voracious reader (or so I like to think) with an OK vocabulary, my first drafts are often cluttered with tired lines and clichés. And despite drastic editing, one or two trite phrases always seem to creep into my final drafts.

Arguably however, it’s worse for time poor agency-side staff, who write pitch presentations and case studies while suffering from the same problem.

Measurement is no longer new. So, any agency worth its weight will be able to handle a candid discussion around measurement during the pitch process. Many even welcome it and take it as their opportunity to impress.

To many brands and marleting agencies, mobile is still largely seen as an experimental ad spend.