Richard Huntingdon is back with a great piece on multiple routes and Tissue meetings.
Whilst there is nothing wrong with Tissue Meetings, I do worry that being asked to do multiple routes regardless of need is wrong.
A: It means the agency might be wasting time they could be spending on the best idea.
B: It means the client could be wasting money on ideas that aren't right just so they have more than one to look at.
As one planner here mentioned the other day: "I would never take anything into a meeting that I wouldn't want the client to buy."