C2 Comms Roy Aftimos writes about the broken pitching and procurement processes.
We’re all here for the same reason: to develop the best ideas we can. To grow brands, elevate experiences, and ultimately drive business. For our clients and for ourselves.
But here’s the truth: no matter how smart the thinking, if it doesn’t move the business forward, it’s just thinking. And in today’s environment, where value isn’t always the priority, that’s a dangerous place to be.
The fundamentals of marketing have evolved. Yet procurement processes haven’t kept pace. That’s not just outdated; it’s dragging the whol
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