Is the pitch working?

Name Robert Burr Title Regional vice-president, AIG Accident & Health Pitches More than I can remember First pitch Xerox UK; account manager, The Decisions Group Biggest pitch Samsung global; regional business director, FCB Asia First, I think the advertising industry loses track of the fact that all industries pitch. Elsewhere, it's called the sales process. The advertising industry is no different from any other. Clients, who may or may not be qualified to purchase an idea for their brands, ask agencies - who may or may not know anything about that client's business - to create ideas for their consideration. A flawed beginning if ever there was one. I think there are some things that both sides could do better. Clients: Don't call a pitch unless you have a defined and signed-off budget. It can give you a bad reputation for wasting agencies' time. Don't pitch one-off ads every time you need one. Plan your year and pitch the scope of the work you have. Be very clear to the agencies what services you want to buy. Be transparent. If you have research or information that can help agencies, give it to them. We are not dealing with military secrets here. Tell them who else is involved (they will find out anyway) and what the pitch process is. Once you have briefed the agencies, give them time to revert. Suicidal deadlines are the client's fault, not the agency's. Don't steal creative ideas. It's unprofessional, rude and it's intellectual property. Don't invite too many agencies to pitch. Do your research in advance and look for an agency whose profile suits your needs. When it comes to ad agencies, the list is different. Clients want to hear about what you are going to do for them, not what an honour it will be for them to work with you. Copyright your creative ideas. And tell the client you have done so. Understand the purchasing process. It will vary enormously from client to client, especially those that have strong corporate compliance processes. Talk money upfront. Tell a client when the meter is running; management consultants do this very well and it prevents misunderstandings later. Deal with the boss. Add items that differentiate you from the competition but that add value to the client, not to the agency's fees. Is the pitch working? Yes Sure, it works - when you win.

by | 07/27/2006

Name Robert Burr
Title Regional vice-president, AIG Accident & Health
Pitches More than I can remember
First pitch Xerox UK; account manager, The Decisions Group
Biggest pitch Samsung global; regional business director, FCB Asia

First, I think the advertising industry loses track of the fact that all industries pitch. Elsewhere, it's called the sales process. The advertising industry is no different from any other. Clients, who may or may not be qualified to purchase an idea for their brands, ask agencies â€” who may or may not know anything about that client's business â€” to create ideas for their consideration. A flawed beginning if ever there was one. I think there are some things that both sides could do better.

Clients: Don't call a pitch unless you have a defined and signed-off budget. It can give you a bad reputation for wasting agencies' time. Don't pitch one-off ads every time you need one. Plan your year and pitch the scope of the work you have. Be very clear to the agencies what services you want to buy.

Be transparent. If you have research or information that can help agencies, give it to them. We are not dealing with military secrets here. Tell them who else is involved (they will find out anyway) and what the pitch process is. Once you have briefed the agencies, give them time to revert. Suicidal deadlines are the client's fault, not the agency's. Don't steal creative ideas. It's unprofessional, rude and it's intellectual property. Don't invite too many agencies to pitch. Do your research in advance and look for an agency whose profile suits your needs.

When it comes to ad agencies, the list is different. Clients want to hear about what you are going to do for them, not what an honour it will be for them to work with you. Copyright your creative ideas. And tell the client you have done so. Understand the purchasing process. It will vary enormously from client to client, especially those that have strong corporate compliance processes. Talk money upfront. Tell a client when the meter is running; management consultants do this very well and it prevents misunderstandings later. Deal with the boss. Add items that differentiate you from the competition but that add value to the client, not to the agency's fees.

Is the pitch working? Yes Sure, it works â€” when you win.