Is pitching broken?
Pitching is a funny thing, when you don’t win you often feel like the pitch was a stitch-up, when you do win you feel like the pitch was a brilliantly run fair and honest process with a thoroughly considered and appropriate appointment.
Y&R is on a winning streak of nine wins from nine pitches, so from my POV it’s hard to agree with the sentiment that pitching is broken. But here’s a few tips we apply before we agree to pitch.
Ask some sensible questions. Why have you put us on the pitch list? Why are you looking for a new agency? What is your favourite campaign our agency has created?
If a prospective client can’t answer these questions in a convincing manner we know we are just on the pitch list as filler, the third or fourth horse in the race and not a real contender. In this situation the best decision is to decline politely and wait for a better opportunity. Pitches cost money, don’t throw that money after long shots.
JOSH MOORE CEO CCO Y&R NZ Y&R AUSTRALASIA