Is pitch­ing bro­ken?

New Zealand Marketing - - Shorts -

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

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