w.c. 29th July | This week, we've read...

Your weekly dose of ICYMI is here.

So grab a coffee and settle into some interesting reads from the past week.

A Manchester PR agency recently won a 16-way pitch for a London restaurant – at the third attempt. It left me dumbfounded. Who enters a 16-way pitch? Having failed to land the same client twice before?

Spitting the bill. Respect. Honesty. And commitment. Trevor Cairns lays out how brands can help to improve the pitch process for agencies and pave the way for strong long-term relationships.

The best communicators – in social media, in marketing, in politics – all understand feeling and they also understand that feel-good is feeling at its most persuasive. This is something that we forget at our peril.

Charles Vallance writes about how, as an industry, we're beginning to neglect the all-important three Fs: feeling, fluency and fame due to a tendency to over-message. This results in less nuance which leads to less feeling and in turn, less fluency, and, ultimately, less fame.

While the tools we use to communicate ideas have changed in the past two thousand years, the human brain has not. The same formula that worked then will work now.

Carmine Gallo examines Aristotle's formula for mastering the art of persuasion and shows how learning and applying these five rhetorical devices in the modern day can be just as effective in giving you a competitive edge.