ss_blog_claim=5f03e3e7fa6ca8c951b6fbd30fa71c10 Pitch | 12pointtype.com

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Proud to Contribute. Maybe.

A couple of weeks ago I helped out a client with a rather substantial pitch. For reasons I won’t go into here, coming up with a suitable tagline was both more important than usual and also more difficult. So while my partner and I toiled away on overall concepts, I also banged out line after line after line. Hoping against hope that I could sum up the grand ethos of the would-be client in four words or less.

I did it in three.

Sort of.

The final tagline was a modified version of one I had submitted. A one-word change. And I…

I’m sorry…

I know…I haven’t posted this week. Don’t give me that look, I can’t help it. What? I’ve been really busy with a pitch coming up. Seriously, I have to fly out of town Monday morning. Yes, sometimes it gets hard to explain to loved ones the long hours and the missed birthdays…it’s a crazy world this advertising. And if it wasn’t so ingrained in our blood that we had to show three concepts (as fellow blog writer Jason Fox pointed out earlier), maybe we’d be a little more excited to show the one or two awesome ideas. Which thankfully, is…