Never has so much been lost by so few

Ramsey Naja is chief creative officer at JWT MENA

“It is probably fair to say that a good number of ad people are, as I write this, working on a pitch. A pitch. How sad it is to refer to this grand old veteran of the advertising lingo so vaguely. In the past, there was no such thing as “a pitch”. Pitches were not commoditised. They were The Big Thing: the brief you fought for tooth and nail, the one you would willingly ditch family, friends and a hot date for. It was “The Pitch”; it was Waterloo, Trafalgar and Iwo Jima rolled into one – the battle reserved for the agency’s elite corps, the one that sorted the men from the boys. You went into it with the entire staff giving you a