Pitching something unexpected can win business that was never on offer

When Domino's came to Edu Pou's agency looking for advertising, the standard response would have been to develop campaign concepts and compete on creative execution. Instead, Edu Pou chose to reframe what the agency was offering entirely, presenting a digital ordering and tracking system rather than spots. The agency lost the advertising account to a bigger competitor, but because the innovation work was so compelling and distinct, Domino's awarded that side of the business to them separately. It had not been part of the brief and was not something other agencies were competing for. The takeaway Edu Pou draws is that redefining the question, rather than answering the one you were asked, can open up opportunities that did not previously exist. Sometimes the most valuable win comes from work that was never officially up for grabs.