Whether strategic, creative or programme solution, there will be
(or should be!) single-minded idea at heart of proposal.
A compelling, unforgettable expression of this is essential. Repeated,
reinforced, many times.

Client should find it easier to recall or report on it than any
competing pitches. Rehearser (particularly if previously unexposed
to it) can assess impact on the prospect audience.

Common error: in the pitch, the idea can get lost in strategy
justification and endless executional detail, and process.