I always ask clients at the start of a pitch process 'what's going to make the difference here - what will give us an edge over the competition'. This goes back to a pitch experience I had in the early 2000s while I was in charge of business development at a large network agency.

We were asked - as were all the other networks - to submit an application for the European advertising account of a large financial services company. You'll have heard of them.

We passed the tender stage and made it though to the chemistry meetings. These went well, and we were put through to the final four agencies, and invited to do a strategic pitch. Which we passed, and we were put through to the final two. Much excitement ensued.

We then were asked to develop creative work to support our proposed strategy, which we presented in another pitch meeting. Again this went well. Both agencies work was then put into research. And we waited to hear the results. A call was scheduled and at the appointed time and date my phone rang.

It was not good news. We had 'just missed out'. This was obviously disappointing and I asked why. Was the strategy flawed? No, it seems that it had researched well. In fact, better than the other the other agency. Did consumers dislike the creative work? Again, no, it had proved popular with the target audience.

So why? There was a bit of a pause. (I'll paraphrase what came next).

"Well, both agency's work did research well so it was a marginal call. And at the end of the day, you're based in Paddington, and the other agency is in Mayfair, which is so central - I mean, it's brilliant for the shops'.

Never forgotten it. If only I'd known 'good for the shops' was a key selection criteria. It would have saved an awful lot of time and expense. We only had a Sainsbury's in the station.