A lot of agencies I speak with share the same challenges that arise when pitching for a new project.
They tailor their creds, have internal meetings and initial client chemistry calls, allocate the necessary resources, then pitch for a project still feeling like they are, at best, ‘chancing their arm’.
Sometimes it’s just not worth investing the time, effort and energy, and they back away at the initial stage. Backing away even though it could mean losing out on a lucrative and positive relationship.
The reasons? Well, it could be a variety of things.
The opportunity could be with a new challenger brand, a new exciting product launch, an established market-leader with a new project or even occasionally with an existing client, but not only does the marketing contact not really know what they want, but they don’t provide any more information than a loose ‘wish list’.
Or perhaps a Brief has been provided that is so rigid, that the agency wonder why their creative minds are required in the first place!
Alternatively, there may be unrealistic budget expectations provided…..wishing to buy a 5 Bed Town House with the funds for a Studio Flat!
Along with the lack of feedback after a pitch (Another blog entirely!), this initial engagement piece can be one of the most frustrating aspects of agency life.
What are the minimum expectations the agency should have in order to make an informed choice over whether to pitch?
More than ‘look on the website’ – Detailed information on the Brand’s market, their competition and their customer profile.
- What is the brand really trying to achieve, not only with a specific project but over the next couple of years as a business?
- Are there guidelines to adhere to?
- What are the MSPs, USPs and market differentiators?
- How does the Brand wish others to perceive them?
- What are the Technical Specifications?
- What is the Project message/theme?
- Who are the key stakeholders in the project?
- What are the specific Budgets?
- Have they been signed off already?
- What are the timeframes, stages & deadlines?
It’s an obvious conclusion, but the more information Agencies have from the outset, the more likely they are to not only pitch, but more importantly, to fulfil the brands’ requirements.
From speaking with agencies on a daily basis, it appears that on many occasions this penny is still yet to drop.
by Gary Burrell
Published date: October 1 2019