Fatima, a marketing director at Lululemon in Vancouver, is e…
Fatima, a marketing director at Lululemon in Vancouver, is evaluating proposals from three advertising agencies for a $500,000 campaign. After an initial briefing session, she remarks to a colleague that Agency B’s creative director “really gets our brand.” Over the following two weeks, she devotes 60% of her review time to Agency B’s proposal and rates it favourably on every evaluation criterion. If Fatima proceeds without changing her evaluation approach, what is the most likely consequence for the quality of this decision?