When an advertising agency uses a heavy hitter to solicit an account,the agency is utilizing:

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When an advertising agency uses a heavy hitter, it means it is using a high-level executive with significant experience and a track record of success to solicit an account. This person's role would be to persuade the potential client to choose the agency's services. This is different from using the creatives who will be working on the account or the agency personnel trained to sell their services, as those individuals may not have the same level of influence or persuasive power as a seasoned executive. Using all of the personnel who will be working on the account may also not be effective, as the client may not have the time or resources to meet with everyone involved in the project.

When an Advertising Agency Uses a Heavy Hitter to Solicit