Phil Lynagh is regional managing director at Tag: MENA
“It’s not the pitching, it’s losing the pitch. I’ve never heard a squeak from an agency that wins every pitch and that’s because it’s only when you lose more than you win that real costs become apparent. However, there is a simple solution. You wouldn’t knowingly headhunt someone who’s rubbish and you couldn’t work with would you? Your client relationships should be no different so before you decide to enter any pitch environment, just ask yourself the following.
First off and revenue aside, does my agency really want to work on this business? Is there an excellent marketing team? Does it fill a huge category ho
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I absolutely agree with Phil. Its not just in marketing and advertising but in PR too. Mine is a small agency and all the conditions mentioned work for me.
As agency, we are too often drawn into client games and very rarely work whether we should play that game. While we are in competition, quite often, its probably a good idea to give the incumbent agency a heads up and ask them why the client is sending out a pitch request and whether it is worth your while pitching for it.
Saves a lot of angst
Thanks Mita. Seems simple enough doesn’t it. I like the idea about going to/asking the incumbent, but we’d all need to take their responses with a good pinch of salt because half the time they will be in denial and the other half in the dark!
Sounds like a recipe for good business growth so It will never catch on here 🙂