Pitches don't have to be bitches

Pitches can be bitches. For both the client and the agencies that subscribe to it. But that is certainly not necessary. It can also be a good selection tool for creating an agency. We spoke to our director Simon Renes about his views on this topic.

We'll take you through the pros and cons of pitches and give you advice on what to look out for.

Know what you're getting into with a pitch

“It's time for a breath of fresh air” or “we're taking a different course.” Common reasons for writing a pitch. But many clients also write a pitch to check whether the current agency still suits them or whether there is a better match. They invite a number of agencies that can break their creative mind about an issue.

A pitch is not nothing. You don't “just” do that. The stakes are high, but the amount of time and knowledge that is invested in them is also considerable. A desk pitch takes just 40 to 100 hours. “At effect group*, we participate about once or twice a month in a pitch that we think is worthwhile,” says Simon.

If you participate in a pitch, you want to stand out, convince and ultimately be able to carry out the assignment, of course. When done in the right way, pitching is fun and boosts both your creativity and business.

The guidelines are different for each pitch, but it is recommended not to participate if the guidelines and rules are not clear. For example, you want to know whether it's a project or a long-term relationship, what budget is available, how many other agencies are participating and what happens to the losers' creative ideas.

Are pitches actually still up to date?

Does it still have to be pitched in its current form these days, many agencies wonder. There are some questions, especially when it comes to ethics. And of course, pitches are not always won. Simon: “Our motto is that we win or learn. That's why you need clients who take time and effort after the pitch to evaluate with the losing agencies.”

Nobody wants to waste creativity, money and time, but it still happens regularly with a pitch. More and more, you see that pitches cover a longer period of time, are less efficient and are more expensive than ever before. Isn't it time for a new type of pitch process?

Time is money

Nowadays, pitches often take more time than before. Especially because many clients are looking for a cross category solution. Today, you need to show a much wider selection of creative work or provide a solution that works for all touchpoints. However, there are still plenty of agencies that find it no problem investing time and money in an uncertain outcome. All their competitors do it too, so they 'have' to. Or, in some cases, they feel honored to pitch. And if there is one sheep across the dam...

Does the client have to pay agencies to pitch?

A pitch fee is still not always common. Simon doesn't necessarily think this is necessary either. Honest commissioning is important. “If the pitch procedure is conveniently set out with a personal introduction beforehand and an explanation of the briefing, payment is not relevant. We can then properly assess whether we are in a promising position and whether it suits our agency.”

Many agencies and companies are joining this. It is considered more important that both parties invest equally. “Pitching should be a two-way process where the client invests just as much energy as the agency. For me, that's more important than compensation,” says Dominic Rowell, commercial director at Vue.

Simon: “Personal contact also allows me to say no when I think the match isn't there. Or go all out for the pitch when I think we can really help the customer.” After a pitch, both parties must be clear why they want to invest in each other. Only then is there a good chance of a successful collaboration.

Why write a pitch when you can also select for different reasons?

Effect group* calls for a different way of pitching. A more personal approach that guarantees better results in a shorter period of time. Today, more and more alternatives have also come to the “standard pitch”. For example, L'Oréal did a speed dating pitch where they invited 12 agencies. Each desk was given 15 minutes. So, as an agency, you couldn't spend a lot of money, but your idea had to be memorable. And, it was nice and time-saving.

As far as effect group* is concerned, it would matter so much if the pitch process were more personal. Simon: “The meeting is extremely important. When you don't meet, you miss a certain feeling. Start with a personal conversation. It is best to first invite parties to meet, brief in person and explain the pitch. You can ask questions and make sure you're interpreting it correctly. The starting point is everything you need to do your job properly.”

According to Simon, you could also make a pitch very factual. Who do you work for? Which people work (with resumes)? How are you interacting? How is the click? “Think of it as a presentation of the agency's DNA. In combination with a personal introduction and a first line of thought or view on a question.” This is an alternative to fully questioning a creative concept.

“If you make a selection based on hard and soft criteria that also provide direction, you are choosing the right party to develop a concept in co-creation,” says Simon. Of course, co-creation is developing anyway. Clients are increasingly involved and often have their own ideas.

Does the pitch have to go out around the world?

Well no! It is a great opportunity to obtain a new assignment, if done correctly. Effectgroep* still believes in pitches, but dosed. And personalized. With good commissioning in mind. A pitch arranged in a different way can lead to a better result. A better match, less expensive and less time-consuming. For both the pitcher and the client. Simon: “Your input determines your output. That's why you should carefully ask for time on both sides. A client also comes to better developed offers and better relationships if they can, want and are allowed to put in a little more time themselves.”

The advertising, marketing and event industry is about people and communication: the current, sometimes impersonal way of pitching is at odds with that. As a client, do you want the best idea at the best rates? Ensure that the return is higher and opt for a personal approach.

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