This was a weird one. I helped win the Vita Coco business at Saatchi and we became their first AOR, even though it was initially just supposed to be a project. I wrote their first-ever global campaign, developing a point of view and tone of voice that stemmed from the product’s dumb simple ingredients. They loved it and everything was good.

All we had to do was press go – then the business was gone. Instead, they executed our campaign with a different agency. I’m told these things happen.

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