The last nine days of March sounded two alarms on the agency selection process.

Then came the news of yet another Pizza Hut breakup, initiating the chain’s fifth review in six years.

They focus clients on specifications (e.g., size, structure, process) that can’t capture the way advertising actually works and force agencies to blindly create (without the collaboration required to do really smart, quick, effective work).

And they prompt agencies to put more energy into getting than serving clients, which shortchanges brands and spurs a continuous cycle of defection.

Advertising must work immediately and spontaneously to move real people in the moment.

Only live engagement can answer the real questions that the selection process tries (and usually fails) to get at.

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