Holding pitches to gain fresh creative ideas are part and parcel of the ways brands work with agencies – but at times the process can be exploited for the gain of advertisers.
In the past, there was an “obsession” among brands of using pitches to acquire as many new concepts for free as possible, according to British online bank Monzo’s vice-president of marketing for Monzo, AJ Coyne.
But, he suggested, the tide is turning as agencies have become smarter in recognising onerous reviews and are increasingly turning down invitations to pitch where the demands placed upon shops are too high.
The Monzo marketer pointed out his own preference was for “fewer, bigger, better” agency relat
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