Advertising associations publish pitch assistance

16 May 2013

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16 May 2013 | Andy Allen

New methods to help procurement professionals streamline the often time-consuming pitch process for a market or advertising agency have been released as a part of a joint project by ISBA and the IPA.

The two organisations have released four main shorter models for pitches, which they call the ‘chemistry’, ‘tissue’ ‘workshop’ and ‘no pitch’ models. Further information on each alternative is available at www.thegoodpitch.com.

The website also includes six principles for buyers and agencies to follow during the process, including; openness and transparency; respect; bravery; access and navigation; timing; and power of collective action.

ISBA said the two representative bodies had developed the models after research revealed that some clients were considering or even using, different, shorter, pitch models. Many traditional pitch processes took at least three months to complete and cost the agencies involved six-figure sums, the organisation added.

“Through our conversations we found that clients mainly defaulted to the old pitch method they had last used without thinking whether there was an alternative, more effective, way of running it this time round,” a statement from ISBA added.

Alternatives tend to work particularly well for social media, PR, design and incumbent agency retention projects, the associations said. They also suggested considering an alternative where multiple capabilities, a more specialist skillset or particular market knowledge/experience is required.

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