How Agencies Need To ‘Pitch’
Three or four agencies on your final pitch list is a recommended amount as this is a manageable number that should allow you to spend enough time getting to know them before the pitch. It’s good to allow time at the beginning of the process to meet with the agencies and answer any questions they may have about your brief. A further working session shortly before the pitch is recommended to see how they have progressed.
The most successful pitches and subsequent appointments are those that most closely match how you usually like to work with your agencies. If you invite the incumbent to repitch, make sure that it is because they have a fair chance of winning. Ensure every agency on your list could possibly be appointed, as pitching is extremely costly to the agencies in terms of time and money.
Issue a written brief and give agencies access to all key decision makers. The pitch brief needs to include everything that the agency should cover in its presentation. And if the MD, or other senior board members, are going to be part of the final decision process, make sure the agencies have access to them before the final presentation.
Decide on the type of pitch you are going to have. The traditional ‘show and tell’ of creative work is becoming less relevant. Clients are instead opting for strategic presentations or creative workshops where they can get a feel for the way an agency thinks and what it would be like to work with.
Also have a think about the evaluation criteria you’ll be using during the pitch itself and whether there is any weighting to be considered. For example does the chairman get the casting vote, or is everyone’s opinion equal?
It can be very disappointing to choose an agency only to discover its fees are too high. Ask the agencies to provide commercial details covering estimated fees, staffing, day rates, studio costs and so on. This will also allow you to compare the agencies against each other prior to the pitch meeting.
Ultimately, most clients will give their business to the agency with which they feel most comfortable. Ensure the process allows sufficient time for the key personnel to get to know the agency.
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