Pitching

Many agencies approach to pitching hasn’t altered much over the years. However, things have moved on. Today’s best pitches are more entertaining, more strongly argued and more dynamic than a few years ago. They are brilliantly crafted arguments, over and above a conventional pitch presentation.

Three thoughts for your next pitch:

Ignore the brief
Alright, don’t take that too literally. However, it may interest you to know that around 70% of clients we interview about pitches say that the winning agency went against the brief in some way, large or small. So, don’t be limited by the brief. Be brave and think beyond it. The client doesn’t always know what they want. You are the expert.

What’s your argument?
Clients want to know what you think. If you are fifteen minutes into your pitch and you are still covering credentials and re-confirming the brief, then it’s too late. State your big thought at the outset. The rest of the pitch is an argument to prove that assertion.

Be remembered
You naturally want to show off your insight and thinking, but be wary of raising more questions than you answer. Clients are looking for clarity and direction, so don’t leave them confused. After the client has seen three agency presentations he/she needs to be able to say, ‘Ah yes, they were the ones that said…’ Remember, there is no such thing as several big points – they simply become several little ones.

Up to the light can:

Act as a pitch partner to help you win your next big pitch.
Review your overall approach to pitching.
Interview clients where you have lost pitches and gain greater understanding.