Don't get bamboozled by 'spec' creative

Agencies know, that regardless of anything else, what you’re really going to do is “fall in love” with the creative. That’s why agencies often produce really amazing, cool ads for “the pitch” without really knowing all the pertinent facts on your business. These agencies know that if you fall in love with the ad—even if it will never work for your company—you will fall in love with them and hire...