"With everyone navigating this macroeconomic omnishambles, it's high time we look at the agency-brand pitching process and finally make some changes to level the playing field between the two sides. A recent JFDI/Opinium survey found the average pitch cost agencies more than 11k and withdrawn budgets are responsible for 33% of lost pitches. This all becomes even more complex and frustrating when pitching creative ideas due to the expectations of those ideas and the subjectivity of that audience."
"Taking a leaf out of the dating process where you first rely on some key personal creds before setting up a tete-a-tete, why don't we apply the same to pitching? Let's pivot the process to rely more heavily on agency creds, examples of previous work and pre-read materials, which later crescendos into a chemistry meeting or two to stress test the brand-agency dynamics and kick out the formal pitch altogether."
Average agency pitches cost more than 11k, with withdrawn budgets causing 33% of lost pitches. Pitching creative ideas adds complexity because expectations are subjective and over half of pitched ideas are never used even when an agency wins. Agencies should reclaim control of the pitching process, seek greater balance from brands, and stop professional ghosting to reduce wasted effort and improve outcomes. The pitching process should emphasize chemistry meetings, agency credentials, case work and pre-read materials rather than costly formal pitch presentations. Brands should only engage when budgets can back the brief to avoid resource waste.
Read at www.thedrum.com
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