Should brands contribute more to the cost of pitching?
Campaign, 28th July 2023
Campaign follows up last week’s feature on the cost of pitching by asking adland if brands should be delving deeper into their wallets when holding a review.
Scott Moorhead
Managing partner, The Aperto Partnership
“An agency’s decision to pitch or not will be determined by several factors and payment is perhaps not going to be top of the list, even if the gesture is appreciated. They’ll really be questioning: do we have capacity? Is it a good prize? Can we win? Will it be a well-run process that is fair and transparent?
The better question is: what does a good pitch process look like for an individual brand’s needs? Good agency reviews need to be smart, considered and bespoke if you want to attract the best agencies to participate and the best outcomes for all to be achieved.”