Pitching (the tendering for the media account of an advertiser) is a microcosm of the whole media agency/advertiser/media owner world and involves all the players and all aspects of the business in a competitive situation, and therefor creates winners and losers.
Like all competitions, it makes apparent the strengths and weaknesses of the players and through the way the competition is conducted, the strengths and weaknesses of the sector itself; including ethics and transparency.
When the process, and results, of pitches are analysed in some detail there is compelling evidence that says the current methods and process of pitching a media agency is failing advertisers, media agencies and media owners.
As a consequence of the current process advertisers don’t get lower prices or better strategy; and the agencies are constantly fighting to retain business at lower margins, while diluting their added value offering.
What is needed is an honest examination - by all the players - of what’s really happening and going wrong, and also to look at radical new solutions about how to change the current system and create something that will better serve the sector.
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