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The Modern Pitch - ID Comms

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This Best Practice Guide is a 10-step Manifesto for Modern Pitching which you can use for inspiration for your own business. …

This Best Practice Guide is a 10-step Manifesto for Modern Pitching which you can use for inspiration for your own business.

It gives a snapshot of ID Comms’ thought-leadership in managing a search and selection process for a local, regional or global media agency.

Our consultants have been responsible for over $7bn of media agency reviews over the past decade. This is a summary of our deep experience of the good, the bad and the very ugly of agency pitches. This has allowed us to shape innovative best practice in how brands should manage agency reviews.

We believe agency reviews should be about more than just securing better media pricing. They offer an opportunity to identify the right agency partner to unlock new productivity in marketing investments for the long-term.

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  • 1. THE MODERN PITCHYour manifesto for running a productive mediaagency review in the digital age. ID COMMS BEST PRACTICEPrepared by Tom Denford (ver. 1/9) GUIDES
  • 2. About these guidesThe ID Comms Best Practice Guides series is designed to helpmarketing and procurement leaders unlock greater productivity frominvestments in media.They have been written by ID Comms consultants based on many yearsexperience working with some of the world’s most demanding brandsand their agencies.Please use and share these guides freely, we ask that you reference us inany direct quotations.Finally, we value feedback on everything we do. Please get in touch andshare your thoughts. Thanks. ID Comms Best Practice Guides 2
  • 3. About ID CommsID Comms Ltd is a media consulting company with strategy andinnovation at its heart. Based in Spitalfields, London, we are leadingproviders of media solutions to companies that need access to first-class media expertise in flexible and cost-effective ways.ID Comms provides high-quality media resources – from specialisttalent to innovative processes and tools – that increase value, optimizeperformance and improve accountability for international brands.The company was founded in 2009 by Tom Denford and David Indo,you can find out more about us from our website www.idcomms.com ID Comms Best Practice Guides 3
  • 4. What this guide gives youThis Best Practice Guide is a 10-step Manifesto for Modern Pitching which youcan use for inspiration for your own business.It gives a snapshot of ID Comms’ thought-leadership in managing a search andselection process for a local, regional or global media agency.Our consultants have been responsible for over $7bn of media agency reviewsover the past decade. This is a summary of our deep experience of the good, thebad and the very ugly of agency pitches. This has allowed us to shape innovativebest practice in how brands should manage agency reviews.We believe agency reviews should be about more than just securing bettermedia pricing. They offer an opportunity to identify the right agency partner tounlock new productivity in marketing investments for the long-term. ID Comms Best Practice Guides 4
  • 5. Context points for this guide1.  The only people who like long and complex pitches are usually pitch consultants when they’re charging by the hour.2.  Research by the ISBA found that 58% of clients they surveyed recognize the need for a new type of pitch process.3.  The agency pitch process has hardly evolved since the birth of media agencies in the early 1990’s. Put another way, most consultants’ pitch templates are older than the internet.4.  Pitching is all about getting the best agency you can. Clients tend to get the agency they deserve. Aim high: If you are going to pitch (and if you’re not the biggest) create the best pitch possible.5.  This guide is intended for marketing and procurement leaders who have a relationship with a media agency. ID Comms Best Practice Guides 5
  • 6. Your manifesto for managingThe Modern Agency Pitch ID COMMS BEST PRACTICE GUIDES ID Comms Best Practice Guides 6
  • 7. 1. MINIMIZE THE IMPACT AND DISRUPTION OF A REVIEWIdentify opportunities to trim time, resourceand money drain.Allow both sides to do their best work whilstminimizing any negative impact on the bottomline.Find ways to make meetings more concise,written materials more focused, evaluationcriteria succinct and simple, and decisionmaking exact and constructive. ID Comms Best Practice Guides 7
  • 8. 2. SEPARATE THE PLANNING AND BUYING ELEMENTSSeparate buying and planning elementsof the process to ensure that only thoseagencies able to commit to a competitivepricing position are shortlisted to thefinal planning phase.Many traditional pitches give theagencies both the planning and costingexercises together. We believe this makesboth ineffective as they tend to corrupteach other because the agency will tendto plan things they can buy cheaply,which may not be the best for the client. ID Comms Best Practice Guides 8
  • 9. 3. A NEW TYPE OF MEDIA COST EXERCISESimply and transparently identify best-in-market pricing without compromising quality.Multi-media evaluation (not just TV and print)Review the cost submission alongside theagency’s commercial offerThe most effective media cost exercise is onethat generates realistic commitments for thefuture rather than a competition about whatcosts could have been achieved yesterday. ID Comms Best Practice Guides 9
  • 10. 4. GREATER TRANSPARENCY IN THE EVALUATIONHave an evaluation methodology which ensuresthat objectivity of the process is protected.It is important for participating agencies to seeand understand this transparency - it creates amore productive review and a more focused set ofagencies.We advocate the use of an agency evaluationmethodology which protects transparency anddetermines what levels of feedback agenciesshould receive. ID Comms Best Practice Guides 10
  • 11. 5. MODERN CONTRACT AND REMUNERATION APPROACHBring remuneration terms into the processearly, thereby making agency resourcing akey component from the outset and allowingagencies to innovate beyond traditionalmedia solutions.Allowing the agency to understand upfronthow you intend to incentivize and rewardtheir performance makes it easier for theagency to propose the best talent to work onyour business and you’ll be more likely to getto see the best people the agency can offeryou. ID Comms Best Practice Guides 11
  • 12. 6. HIGH-QUALITY BRIEF AND MATERIALSThe quality of agency planning, and indeedtheir entire response, can be traced back tothe quality of the briefing given to them.Provide well-written and well-presenteddocumentation to set the benchmark for theagencies’ responses and raise the bar fromthem in quality of response.We find that this creates more care andattention from agencies to tailor theirresponse better to your brief. ID Comms Best Practice Guides 12
  • 13. 7. A RESOURCE PLAN BUILT AROUND A SCOPE OF WORKMedia is complex, so be VERY clear what isincluded in scope and what is not.Then encourage agencies to be VERYprescriptive about the resource they proposeoffering to meet that scope of work. This oftenrequires re-evaluating how you pay youragencies and perhaps moving away from acommission based model for media.See the ID Comms ‘Guide To AgencyRemuneration’ for further details about thiswww.slideshare.net/IDComms/guide-to-agency-remuneration-id-comms ID Comms Best Practice Guides 13
  • 14. 8. A GREATER COMMITMENT TO SUCCESS BY THE AGENCIESGetting the agencies’ full commitment toyour review can pay dividends inunlocking new productivity in media.In some cases, the amount of value youget from your media investments isdiscretionary by the agency; meaningthat the more committed they are to youas a client and your ambitions then themore likely you are to get a decent shareof the media value available to you in themarket. ID Comms Best Practice Guides 14
  • 15. 9. VALUE YOUR INCUMBENT AGENCYYour incumbent agency has a specialrelationship with you.You therefore need to make provision forhow you will manage your incumbentrelationship during the review to minimizethe disruption of your day to day business.Have a grown-up conversation with theagency leaders to ensure that the pitchdoesn’t create a distraction (or worse aconvenient alibi for poor performance)resulting in loss of media value. ID Comms Best Practice Guides 15
  • 16. 10. A COMMITMENT TO CLEAR COMMUNICATIONSMany pitches are flawed by poor qualitycommunication which can lead to one of thebiggest enemies of a successful pitch - the loss ofenergy, appetite and alignment.Process and communication must therefore be apriority in order to maintain a consistently high-level of energy and commitment throughout theprocess.Establish clear protocols upfront about howcommunications is managed to ensure that allcommunication is clear, focused, and timely. ID Comms Best Practice Guides 16
  • 17. Ten-part manifesto for managing The Modern Pitch 1. MINIMIZE THE IMPACT AND 6. HIGH QUALITY BRIEF AND DISRUPTION OF A REVIEW MATERIALS 2. SEPARATE THE PLANNING 7. RESOURCE PLAN BUILT AND BUYING ELEMENTS AROUND A SCOPE OF WORK 3. A NEW TYPE OF MEDIA COST 8. A GREATER COMMITMENT EXERCISE TO SUCCESS BY AGENCIES 4. GREATER TRANSPARENCY IN 9. VALUE YOUR INCUMBENT THE EVALUATION AGENCY 5. MODERN CONTRACT AND 10. A COMMITMENT TO CLEAR REMUNERATION APPROACH COMMUNICATIONS ID Comms Best Practice Guides 17
  • 18. Want more..? This is just the introduction We have 30-60 minute presentation versions of this presentation which drill down into these headlines with more practical advice for clients. If you would like us to meet with you and share with you the full version of this presentation, or perhaps tailor it to your requirements, then please provide your contact details with a short message and we will respond promptly. Alternatively you can visit our website and give us your contact details there: www.idcomms.com We look forward to helping you get more value from your media pitch. ID Comms Best Practice Guides 18
  • 19. About the author Tom Denford is a Founding Partner of ID Comms A multi-award winning communications strategist, Tom has 15 years of valuable experience in the communications business having worked for a number of the world’s largest global media and creative agency networks and some of the world’s biggest brands such as adidas, HP, Diageo, Nokia, Novartis and Sony in recent years. Most recently Tom was Global Head of Communications Planning at Carat and before that worked as Director of Comms Planning at JWT in New York. Tom is very driven to innovate the productivity of the client / agency relationship, most notably how media resource is organised, how agencies can work better together and how resources should be paid for. Tom is an Associate Lecturer for the Marketing Communications MA at the University of Greenwich and a regular on media panels, award juries and trade press. http://uk.linkedin.com/in/tomdenford  ID Comms Best Practice Guides 19
  • 20. Right and licensesThank you for reading, please share freely.This work is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. To view a copy of this license, visithttp://creativecommons.org/licenses/by-nc-sa/3.0/All the words are our own, or credited where quoted. Images are found and have beencredited where known / possible.© ID Comms Ltd, 2012 ID Comms Best Practice Guides 20
  • 21. @idcommsslideshare.net/idcomms