Campaign Middle East continues to put the spotlight on pitching in the region, as more agencies speak out about the pressures they face.
It is quickly emerging that the odds are stacked more heavily against the smaller agencies, based on the comments we have been receiving.
“Imagine asking professionals like surgeons or lawyers to offer their services for free as a sample. It’s not reasonable and doesn’t respect their expertise and effort,” says Rami Hmadeh, Managing Partner at Serviceplan Arabia.
“The same goes for advertising agencies. Expecting them to create work for free undervalues their creativity and hard work.”
As the managing partner of an independent agency, his takeaway is that “the practice of free pitching is unsustainable and detrimental to the industry.”
United front
Campaign has reached out to the larger agencies and networks, along with major brands to contribute to an industry-wide discussion and possibly a code of conduct.
“Achieving a united front among agencies is challenging due to the fragmented nature of the industry,” said Fatima Shaikh, head of content at Radix Media.
“While larger network agencies might be able to collaborate effectively, smaller boutique and specialized agencies often struggle to align with broader processes.”
Chemistry meetings
“I advocate for a more equitable approach where brands evaluate agencies based on their demonstrated success through case studies, team credentials and chemistry meetings.
“This allows brands to understand the culture and people behind the work, ensuring a better partnership,” added Serviceplan Arabia’s Hmadeh.
He proposed a Request for Information (RFI) document to gather insights from all interested agencies. Following this, brands can then shortlist agencies based on their expertise and case studies.
The final steps would involve chemistry meetings and workshops to discuss briefs and objectives, providing a clear indication of the right agency fit for the brand.
Shaikh at Radix Media also likes the idea of chemistry meetings beforehand.
Her advice for brands is to invite only those agencies that can realistically deliver on the project scope.
“Clearly outline the project’s scope and budget from the outset. Request a chemistry meeting to ensure your values and working styles align with the agency.”
Turning down pitches
Although it’s never an ideal solution, agencies have increasingly begun turning down pitches in recent times.
“While it may seem counterintuitive, turning down pitches can help agencies sustain and grow by preventing the drain on their resources and ensuring they only take on projects that are a good fit,” Shaikh added.
“There are certain scenarios where we turn down pitches. Namely when we know that the scope of work does not match our main areas of focus or does not hold strategic or financial value for us,” said Maram El Hendy – Senior Consultant at Kekst CNC.
