Editorial: Will pitches ever have a refund policy?

Talking of morals, it's not surprising that the unusually high number of agency pitches being won by the incumbent is being greeted with cynicism by other contesting shops.

Some suggest clients should show their good faith by putting an agreed amount in a pot to be distributed among the losing agencies should the incumbent keep the business. A worthy idea in theory. In practice, the fiercely competitive nature of the market makes it unlikely clients will agree. Simply because they don't have to.