Why everyone is bitchin’ about pitchin’	          TrinityP3        © COPYRIGHT 2012                           marketing ma...
Once upon a time…	•  It was enough to simply give an agency a   brief and select the best idea.•  Now there is great compl...
Outcomes	Winners                 Losers                         marketing management consultants
Outcomes	                •  The outcome of this                   process is a winnerWinners         •  And run correctly ...
Outcomes	•  All of the other agencies   asked to pitch•  Plus trade press love           Losers   the drama of the victor ...
Resources	High cost        High cost in in time          resource                       marketing management consultants
Resources	              •  The pitch process is                 time consuming              •  It is also disruptive toHig...
Resources	•  Add to this the time   invested by the agency•  Multiply that by the      High cost in   number of agencies  ...
Risk	Moderate             High                     marketing management consultants
Risk	               •  There are risks                  associated with a pitch                  for the marketerModerate ...
Risk	•  The risk for the   agencies is higher•  Publicly losing a pitch   impacts their reputation        High•  Plus the ...
Process	Thorough                Efficient                          marketing management consultants
Process	                 •  You need to ensure you                    assess all of the                    available optio...
Process	•  While at the same time   minimise waste due to:   •  Duplicated steps   •  Protracted approval      processes  ...
Approach	Open                 Fair                     marketing management consultants
Approach	             •  You can manage                confidentiality without                being closedOpen         •  ...
Approach	•  Be open and   transparent with all   stakeholders on:   •  Process   •  Timing                      Fair   •  ...
Requirement	Advisor           Supplier                       marketing management consultants
Requirement	             •  Are you looking for a                advisor or a supplier?             •  An advisor provides...
Requirement	•  A supplier simply   provides products and   services•  A supplier or vendor                                ...
Focus	Strategic              Creative                         marketing management consultants
Focus	                 •  Strategy is the solution                    or solutions to a                    problemStrategi...
Focus	•  Creativity is innovation   or, at the least, novelty•  Do you want a strategic   solutions provider?             ...
Criteria	Rational                 Emotional                           marketing management consultants
Criteria	                 •  Choosing the right                    agency is more                    emotional than ration...
Criteria	•  Develop  use metrics,   and score cards that:   •  Rationally measure      the emotional   •  Objectively scor...
Alignment	Capabilities       Relationship                         marketing management consultants
Alignment	                •  In selection hierarchy                   the point of entry is                   agency capab...
Alignment	•  The true point of   differentiation is   relationship or   chemistry                                 Relation...
Success	Process                Output                        marketing management consultants
Success	                •  The process you                   choose will influence or                   define the outcome...
Success	•  The outputs of the   process are important•  But equally so is the   process itself                   Output•  ...
To avoid bitching…	•  Clearly define a       •  Recognise risks   successful outcome        for both parties•  Align your ...
For more information go to                                     http://www.trinityp3.com/	               Trinityp3.com/blog...
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Why everyone is bitching about advertising pitching

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Why everyone is bitching about advertising pitching

  1. 1. Why everyone is bitchin’ about pitchin’ TrinityP3 © COPYRIGHT 2012 marketing management consultants
  2. 2. Once upon a time… •  It was enough to simply give an agency a brief and select the best idea.•  Now there is great complexity and greater demand for rigor and due diligence.•  But sometimes this process can become an obstacle to a successful outcome.•  Here is what you need to consider to reduce the bitchin’ and advertising pitchin’. marketing management consultants
  3. 3. Outcomes Winners Losers marketing management consultants
  4. 4. Outcomes •  The outcome of this process is a winnerWinners •  And run correctly the marketer wins too •  But where there is a winner, there are also… marketing management consultants
  5. 5. Outcomes •  All of the other agencies asked to pitch•  Plus trade press love Losers the drama of the victor and the vanquished•  And the industry love to gossip about it too marketing management consultants
  6. 6. Resources High cost High cost in in time resource marketing management consultants
  7. 7. Resources •  The pitch process is time consuming •  It is also disruptive toHigh cost the current marketing process in time •  Across all internal stakeholders it can take 500 – 700 hours marketing management consultants
  8. 8. Resources •  Add to this the time invested by the agency•  Multiply that by the High cost in number of agencies resource•  And you are suddenly burning many thousands of dollars marketing management consultants
  9. 9. Risk Moderate High marketing management consultants
  10. 10. Risk •  There are risks associated with a pitch for the marketerModerate •  Sharing confidential plans and strategies with third parties •  Plus your reputation is on display to the industry marketing management consultants
  11. 11. Risk •  The risk for the agencies is higher•  Publicly losing a pitch impacts their reputation High•  Plus the are investing in a process they have little control over marketing management consultants
  12. 12. Process Thorough Efficient marketing management consultants
  13. 13. Process •  You need to ensure you assess all of the available options for:Thorough •  Capability •  Expertise •  Chemistry •  Value marketing management consultants
  14. 14. Process •  While at the same time minimise waste due to: •  Duplicated steps •  Protracted approval processes Efficient •  Conflicting schedules•  The average pitch should take no longer than 6 – 12 weeks marketing management consultants
  15. 15. Approach Open Fair marketing management consultants
  16. 16. Approach •  You can manage confidentiality without being closedOpen •  An information vacuum is soon filled with rumor and misinformation •  So take control of the process marketing management consultants
  17. 17. Approach •  Be open and transparent with all stakeholders on: •  Process •  Timing Fair •  Reason / Rationale•  But only share agency information with their permission marketing management consultants
  18. 18. Requirement Advisor Supplier marketing management consultants
  19. 19. Requirement •  Are you looking for a advisor or a supplier? •  An advisor providesAdvisor strategic advice and recommendations •  They can create and add tangible value marketing management consultants
  20. 20. Requirement •  A supplier simply provides products and services•  A supplier or vendor Supplier fulfills your needs, no more and no less•  Value creation is incidental marketing management consultants
  21. 21. Focus Strategic Creative marketing management consultants
  22. 22. Focus •  Strategy is the solution or solutions to a problemStrategic •  The strategic process usually delivers long term value •  Good strategy always comes before execution marketing management consultants
  23. 23. Focus •  Creativity is innovation or, at the least, novelty•  Do you want a strategic solutions provider? Creative Creative innovator? Both?•  The process you use will determine the outcome marketing management consultants
  24. 24. Criteria Rational Emotional marketing management consultants
  25. 25. Criteria •  Choosing the right agency is more emotional than rationalRational •  It is more subjective than objective •  Therefore it is important to value both in the process marketing management consultants
  26. 26. Criteria •  Develop use metrics, and score cards that: •  Rationally measure the emotional •  Objectively score Emotional the subjective•  Allows you to organise, assess the feelings and thoughts of the group marketing management consultants
  27. 27. Alignment Capabilities Relationship marketing management consultants
  28. 28. Alignment •  In selection hierarchy the point of entry is agency capabilitiesCapabilities •  With agencies often having similar capabilities, it is rarely a differentiator marketing management consultants
  29. 29. Alignment •  The true point of differentiation is relationship or chemistry Relationship•  This is often subjective measures such as aligned values, mutual trust, creative alignment marketing management consultants
  30. 30. Success Process Output marketing management consultants
  31. 31. Success •  The process you choose will influence or define the outcomeProcess •  Therefore ensure you have a very clear view of success •  Develop the process to deliver this marketing management consultants
  32. 32. Success •  The outputs of the process are important•  But equally so is the process itself Output•  Decisions should be made taking both into consideration marketing management consultants
  33. 33. To avoid bitching… •  Clearly define a •  Recognise risks successful outcome for both parties•  Align your process •  Define criteria and to that outcome metrics against success•  Minimise wasted time •  Treat agencies as and resources partners not vendors marketing management consultants
  34. 34. For more information go to http://www.trinityp3.com/ Trinityp3.com/blog/ TrinityP3 Pty Ltd Sydney +612 8399 0922 @TrinityP3 Melbourne +613 9682 6800 Hong Kong TrinityP3 +852 3478 3982 Singapore TrinityP3.StrategicMarketingConsultants +65 6631 2861 Slideshare.net/darrenwoolley people@trinityp3.comTrinityP3’s liability is limited as per our standard terms and condition as approved by the client prior to the project commencing marketing management consultants
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