Any decent creative team can come up with a great campaign. But where does it go from there? Does it evolve like Nike? Or is it an isolated campaign like the old Outpost.com work?
Next time you're working on a campaign - particularly if it's a pitch or a large-scale rebranding - take some time to ask "What does this campaign look like in five years?"
Not having a good answer to this question doesn't invalidate the campaign you've just created. It could be you've got a great idea that moves the brand forward enough before something else takes its place.
But if you're able to show that your idea is great now, and will continue to grow and breathe and be great for the long term, that shows you have a vision for the brand. And it can really help put you over the edge with a client or your creative director.