Industry initiative aims to combat production pitch hell

Three key industry trade bodies have joined forces to try to improve the production pitch process, amid growing concerns over costs, time constraints and a lack of clarity.

The Pitch Process Initiative is the brainchild of the IPA, APA and ISBA and features a number of principles and associated key actions for all parties to agree upon.

The overall aim is to make pitching for commercials more efficient and reduce waste of resources, which it is argued will benefit production companies, agencies and advertisers.

The key action have been developed in acknowledgement of the increasing pressures on all parties, with the document stating that from a production company perspective, the level of investment currently required is not sustainable.

Meanwhile, for agencies, project-based versus retained working, more nontraditional deliverables and smaller time and budget parameters have placed more pressure on production than ever before, and for clients, clarity and clear direction are also increasingly vital.

The principles and key actions include:

– Fairness. All scripts or other creative put up for pitch must be comprehensively finalised and approved for production unless clearly stated. Any payments of reasonable pitch hard costs to production companies by clients via their agency, in the event of a project being cancelled without award, should be discussed and agreed in advance of the pitch.

– Transparency and communication. Honesty, respect, constructive feedback and openness from all throughout the process.

– Economic sustainability and reasonable workload. The size, nature and timings of treatment should be mutually agreed and appropriate to the circumstances.

– Orderly and timely process. As far as possible, sufficient time should be protected for pitch steps and all agreed deadlines adhered to, including client presentations and award.

– Realistic briefs and expectations. Scripts should be developed and briefed with a viable budget, and pitches should be within that budget.

IPA head of production Eliot Liss said: “Directors’ pitches are uncertain and pressurised at the best of times. The least we can do is help each other out with respect, fairness and good communication. We hope that this cross-party initiative and adjacent IPA/APA best practice guidance will facilitate this and improve the production pitch process.”