We don't pitch often, but when we do the question of pitching creative work usually crops up. We never do it, even when - as happened when we pitched for ITV - other people we're pitching against do, and we want it, and there is pressure to conform. But it would be utterly wrong to talk about how important it is to discover and validate the customer need and problem space if the very first thing we produce for a client presents completely the opposite approach. Doing creative work at the pitch stage is a dangerous fiction