South Africa, May 29 -- In the bloodsport of pitching for new business, one weapon can prove mightier than credentials, sharper than case studies and more powerful than your sizzle reel. It's not how loudly you shout your brilliance. It's how well you ask your questions.

Some agencies rocket through pitches-credentials, big ideas, done. Others take a beat, lean in and ask something that makes the client stop mid-slide and think.

Something like: "If we could only solve one thing for you this year, what would it be?" Just like that, the room changes. You're not pitching. You're partnering.

Johanna McDowell 27 Mar 2025

The IAS approach to smarter Q&A

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