However, some agency folk are taking the post-win celebrations to extremes. Martin Brooks, for example. His agency, Work Club, picked up the global digital account for the soap people PZ Cussons last week. On hearing the good news, Brooks stripped to his underpants and ran around the office blowing on a vuvuzela. We dread to think what he would have done if it had been Reckitt Benckiser.
It's a tough new-business market out there. So you can't blame agencies for getting a bit over-excited when they manage to land something.