Here’s how brands should behave during the pitch process: Don’t expect work for free is no. 1
In an environment where the role of marketing is under increasing stress and scrutiny, behaving with principles and integrity is more vital than ever – writes Richard Bleasdale of The Observatory International
The recent criticism from the Association of Accredited Advertising Agents Malaysia (4As), slamming marketers for demanding agencies sign over, for free, all rights to work they created responding to pitch briefs is worrying.
Bleasdale thinks marketers need to change their game during pitches
It raises further questions about the classic pitch process that prevails throughout the industry, and the ethics and etiquette of marketers during this process.
The central point being, should marketers expect anything for free in a pitch process? And really the simple answer should always be an uncategorical ‘no’.
Both sides of the church should agree on this stance – the agencies and the marketers alike. As in all cases in business, you generally get what you pay for one way or another. If you expect something for free, it generally will not be the best it can be.
So with that in mind, marketers presumably want the best. And we should acknowledge that pitching is the way that they will get that desired outcome. So here are five simple etiquette steps for marketers to employ:
Be clear about what you are buying and are willing to pay for
For the main part, what you are really buying is talent, inspiration, teamwork, expertise, insight, passion, commitment and intellectual property. Generally, these are focused around a communication need or discipline and/or a geography or territory.
It doesn’t take a rocket scientist to understand that these things don’t come for free. If you don’t want to pay for them, don’t expect to get them.
Take control and lead the pitch process
No matter what corporate policy is, what the role of purchasing/procurement amounts to or the compliance demands – it is the key responsibility of the marketer to lead the pitch process.
If a marketer, truly wants to get the best from a pitch process, they must lead its design and management. And critically, its decision-making.
Marketers will be held responsible for the performance of selected agencies and the marketing the resultant communications produced. Marketers, therefore, must lead the process which results in an agency being selected.
Bring real business challenges to the table
For both marketers and the agencies involved, the more like real-life a pitch process is, the more likely you are to make the best decisions at the end of it.
So find as many ways as possible to really engage with the agencies and their people in the process.
Bring real business and marketing challenges to the table. Be honest about your weakness and concerns. Make sure there is good two-way feedback right throughout the process.
Make the process fair and transparent so that agencies feel valued
You are investing significant time and resources. The agencies are doing the same. Both parties can learn a huge amount through a pitching process that is well-thought through and managed.
And generally, with only one winner on the agency side, ensuring the unsuccessful agencies feel the process is fair and transparent – and that they gain from being involved – will always be good for the brand and its marketers.
Spend a dollar to save a fortune
If you don’t have the time, resources, experience or patience to do all of the above, it will cost you a fraction of your marketing budget to appoint a specialist to help you.
And in all of our experience, the benefits marketers, their team – and the agencies – gain from bringing in a specialist are many, many times that of the cost.
The same is true for paying pitch fees to participating agencies. Paying a reasonable sum for their investment of effort, time, expertise and resources in your marketing and business challenges, is really only common sense.
In an environment where the role of marketing is under increasing stress and scrutiny, behaving with principles and integrity is more vital than ever. And as the advertising godfather Bill Bernbach rightly said: “A principle is not a principle, until it costs you money.”
Richard Bleasdale is Asia-Pacific managing partner at pitch consultancy firm The Observatory International
Hello Richard,
I agree with all your points and a very good check list summary.
One thing that I would like to put to you and others within the industry? Why pitch at all, in this day an age, it’s like a lottery, even worse when 5 agencies are all pitching for $20,000 piece of business, it doesn’t make good business sense and it demotivating for the creatives who invariable have to work long into the night.
For me it should be a partnership and part of that partnership shouldn’t be about a ‘Tindr Approach’ but something more meaningful. It should be about the people, the talent, and the work you have done for existing clients that should count, not a 50 slide pitch deck, waste of time and energy for all sides. It’s a lottery.
For me the time has come to abandon the pitch process and start looking at working in a much more professional manner rather swiping left or right which most agency and clients alike are currently doing.
Good topic and debate that I think will unfold a bit more in the coming year.
Reply@kevinferry
I have enormous respect for Richard Bleasedale and would be happy to have him managing any pitch. BUT I have read similar articles for more than 40 years. Companies that go to pitch, and it’s most of them, want ideas and insights that come from a range of talented people that are basically free. Even better useable in the future. Agencies have always been willing to provide their best thoughts free. So it is what it is. Likely to remain so. The best client partnerships are built on relationships and cultural fit and it’s better to find them. Often no competitive pitch. They are there if you look and if you have the goods.
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