Editorial: CDD's creative philosophy does it credit

Fallon's likely triumph on the Bacardi pitch is naturally a blow to the runner-up, Campbell Doyle Dye; the agency has been a close second in some prestigious pitches. But CDD insists that its original philosophy of producing good work rather than chasing fast growth for the sake of it holds firm.

While nine out of ten agencies start up with a sell-by date in mind, CDD has tried to put creative excellence ahead of its balance sheet. Time will tell if the vision can also be the basis of a sustainable business model.