SYDNEY: Big-spending advertisers from Nestle, Toyota, Suncorp and National Foods have denounced the pitch process as a form of "speed dating".
Speaking at the Australian Association of National Advertiser's (AANA) "HotHouse" forum on the future of client-agency relationships, a number of senior marketers made frank admissions about mistakes they had made in managing their agency relationships but rejected the role of pitches as a panacea to fix broader marketing challenges.
“Most traditional pitch processes are a form of speed dating,” Suncorp’s group marketing boss Mark Reinke told the forum. “They really tell you very little about the chemistry of working together.”
Reinke’s comments were enthusiastically endorsed by others on the panel, who said they preferred working through “relationship” problems with their agencies rather than call a review.
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