The Pitch Questions You Can’t Ask That We Ran Out Of Time To Answer
The You Can’t Ask That panel at Cannes in Cairns saw Dee Madigan, executive creative director at Campaign Edge; Melissa Fein, CEO of Initiative; Darren Woolley, founder and global CEO of Trinity P3; and author Jane Caro jump into the most contentious issues in advertising and answer the questions that everyone was too afraid to ask.
At least, that was the idea. It transpired that there were so many questions that everyone was too afraid to ask that we’ve had to come back for a third bite of the cherry. Last time out, Woolley answered the unanswered questions about everything to do with adland. This time, he’s taking on pitching.
Graham Webster, CEO of Enth Degree has also answered some of the questions that went unanswered in the You Can Ask That session on how to win new work. Check that out once you’re done here. Here’s what Woolley had to say:
Prior to the event, I had shared, on LinkedIn, questions on pitching that I regularly get asked.
Unfortunately, many of these questions and a few more on the day were left unanswered, until now. So here are the answers to the pitch questions you can’t ask, answered.
A new CMO has just been appointed – how likely is it that they pitch their accounts? What can you do to save the account?
A new CMO will often bring their own perspective to the role, and this can mean throwing out the past strategy and campaign as not invented by them. They may want to bring in their team, being agencies that they have worked with previously. And changing agencies is a fast, low-risk way to flag that things are happening around here.
As the incumbent, have the agency leadership team meet with the CMO as soon as possible. But do not go into selling mode, take these meetings in listening mode. What are they thinking? What are they wanting? How are they wanting it? Remember, everything you have done to this point was for the previous CMO, there is now a new marketing leader and you need to align with them as quickly as possible.
What is the biggest screw-up a client has made in a pitch?
A marketing director went into a pitch process and as we go to the crucial stage, took a call from their CEO as we were standing on the steps of the first agency to present over the next three days. They were informed that the pitch was off because the CEO had just sold the company to their biggest competitor. How did they not know that?
How do you stop clients from ripping your pitch ideas off?
Firstly, do not sign an agreement that transfers all the intellectual property created in the pitch process to the client. Because if you do they are not ripping you off, you are giving it to them.
Secondly, use the global copyright convention © to indicate that there is copyright in the work being presented and this was created by the agency on a particular date. This is virtually never used by advertising agencies in a pitch process. But if you want to demonstrate you are serious about your intellectual property, add the copyright mark to all of the work presented. Sure, it is expensive to litigate, but it will give the client cause to stop and consider the implications of ripping you off.
How often are pitches decided before they even begin?
Almost never. Most clients will have an agency or two in mind that they think they would like. But a properly run pitch will give them cause to review and assess those initial beliefs.
Why do marketers fall for promises the agency cannot deliver?
Because most marketers are genuinely positive and optimistic in nature.
When a client is ghosting you during a pitch, is it because they are negotiating with someone else?
Pessimistically, yes. In reality, it is often because there is some embarrassing hold-up in the process that they are reluctant to share with the agencies.
Why do clients really believe it when agencies promise unrealistic discounted media costs?
A better question is why are clients looking for the lowest media cost? The media trading exercise is a very one-dimensional test of a media agency’s trading skills. But because they are shopping around on price, they want to achieve the lowest possible. And what are the implications if the agency cannot deliver? Fire them? Take them to court? Or even worse, have the agency fudge the numbers to look like they have.
What is the strangest agency pitch you have ever seen?
I heard about a creative pitch by one of the big tech platforms where they invited the agencies into a theatre to perform the 1970s rock song that best represents the agency. The audience was the marketer from the company. And like America’s Got Talent, any agency that did not score well was out of contention.
Have you ever seen an agency crash and burn in a pitch?
Yes. It is embarrassing. For everyone involved. The agency. The client. And for us as the consultant.
Why can so many agencies walk out from a pitch thinking they’ve nailed it, meanwhile the clients feel these agencies haven’t listened to or asked enough questions about their business to really understand them?
This happens quite a lot. This is because agencies will often judge their own performance on how well they presented. In doing so they miss how well the clients were engaged. It means that the agency walks out having said everything it wanted to say about itself. Perhaps if the agency talked less. Asked more. And listened the most?
If you have more questions on pitching, please email them to people@trinityp3.com – all questions will be treated with strict confidentiality.
Latest News
History Has Arrived: It’s The Cairns Crocodiles Inaugural Shortlist
Pen the acceptance speech and ready your best thongs and muumuu, because the Cairns Crocodiles shortlist has arrived.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Integral Ad Science, a global media measurement and optimization platform, today announced a market integration with Roblox, a global immersive platform for connection and communication. Available for advertising campaigns on Roblox later this year, IAS’s Viewability and Invalid Traffic (IVT) Measurement products will provide advertisers increased transparency into the quality of their Immersive Ads within […]
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.
Stay In The House From Up! Airbnb Introduces Icons
Airbnb is now letting people stay in "iconic" places that sadly doesn't include the house from Silence Of The Lambs.
Changing The Conversation: The Role Of Media In Ending Violence Against Women
Governments are finally waking up to the DV crisis. Here, B&T chats with Jasmin Bedir on the role media can play.
“If You Want To Listen To Something Else, Go For It”: Fifi Box On Blocking Out The Noise & Focussing On What Works
No one is at the coal face of Melbourne radio like Fifi Box. Here, she chats with B&T without coughing up a lung.
Spotlight On Sponsors: Ferrari Signs Landmark New Title Sponsor
B&T continuing our series on sports sponsorships. And, yet again, there's little good news for the ten pin bowlers.
Choose A Path Less Trodden This Cannes In Cairns
Not since Wonka opened the factory has there been such a hot ticket in town. Here's how to make the most of Cairns.
Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
Quip boss calls out her highlights of the Cannes agenda. We're assuming B&T staff b-boy demonstration was an oversight.
Here Are The Agencies That Made AFR’s Best Places To Work List And What The Industry Can Learn From Them
Did your office not make the list? Make sure your boss shouts at least two schooners at office drinks come Friday.
Get Ready, B&T’s Best Of The Best Is Back With The Top Holding Company Executive Leaders – Creative!
Want to know who the Grandest of the Grand Poobahs in the industry are? Look no further than this exhaustive list.
How A Glittering Campaign Helped The Australian Museum Sell 400,000 Tickets
B&T thoroughly enjoyed the Ramses exhibition at The Australian Museum, despite thinking we were going to the Archibald.
TV Ratings (30/04/2024): A “Shoey” Straight From A Fish’s Mouth Launches The Cheap Seats Into 2024
Last night's TV saw horny farmers beat Lego nerds, who beat fame-obsessed home cooks, who beat a chap with a large fish.
Spotlight Extends Partnership With Starlight Children’s Foundation
B&T always happy to promote the excellent work of the Starlight Foundation. Less so the Starfish Fanciers Foundation.
Amazon’s Advertising Quarterly Revenue Soars To $11.8bn
There are so many Amazon couriers visiting B&T headquarters at the moment our office dog doesn't know who to maul first.
VML Wellington Welcomes Jacob McGregor As Pou Ārahi Māori
McGregor set to lead cultural competency and safety at VML Wellington in important new gig.
“They Grow Up So Fast”: Simon Fowler On Five Years Of ABEL
Abel's CEO talks lessons learned from the agency's first five years. Including staff nicking all the Nespresso capsules.
Kyle & Jackie O Urge Melbourne To Pick A Side
Who can stop Kyle & Jackie O's indelible march into Melbourne radio? Is Peter 'Moony' Moon waiting by the phone?
Future & Taika Waititi Feature In Striking New Global Belvedere Campaign
Not only does drinking vodka make you cool like these dudes, it also has great weight loss properties for the bone idle.
The Fall Of Bonza: A Case Study In How To, And Not To, React In A Crisis
Does the collapse of yet another budget airline hark back to a gentler time of 17 hours spent on a Greyhound bus?
Opinion: Agencies, Be Unique – Stop Using The Word “Unique!”
Trinity P3's Ellie Angell says agencies are overusing the word unique. You could add omnichannel & holisitic to that.
Ex Marketing & Advertising Exec Releases Melanoma Memoir
Ex-adlander Anne Gately has penned a tome to skin cancer. Which is a handy reminder to check your moles, people.
Mamamia Appoint Danni Wright As New Head Of Strategy
Danni Wright takes up Mamamia's strategy reins with a feng shui expert called over positioning of office chaise lounge.
From The Bureau: Championing Competency & Cross-Industry Collaboration
The IAB's Jonas Jaanimagi calls for more specialisation in adtech. Meaning you'll understand it less than you already do.