This is a free excerpt from AdNews February issue. To read the full article download a digital version of AdNews or subscribe to the print edition here.
For much of the past two years, media and creative agencies have been in what seems to be a relentless merry−go−round of pitching activity. Anecdotally, there is more pitch activity than most have seen before so we asked Principals' Sandy Belford, Maxus Australia's Mark McCraith, Vizeum's Travis Day and HM Communication Group's Virginia Hyland who should bear the costs.
Belford: "Pitches put too much emphasis on the work - yes, I do mean that - rather than the relationship that is going to deliver excellent work."
Day: "There is always a cost and value equation in every relationship and as the adage goes: it's only when something costs you something that you truly value it."
McCraith: "In a sense, clients are already paying for a pitch. We shouldn't let arrogance get in the way and think only of the cost to our business."
Hyland: "The right question is: how do clients find the best agency fit for their business? No pitch will ever give them the right answer."
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