Advertisers and agencies are being urged to sign up for a new cross-industry initiative, designed to make pitching for new business more more intentional, accountable, and effective.
The Pitch Positive Pledge plan will bring together members of agency body the IPA, and client body ISBA, along with intermediaries and will be spearheaded by IPA president Julian Douglas, and ISBA director of agency services Andrew Lowdon.
According to Douglas, previous pitch guides have so far focused on the ‘how to’ of pitching without due consideration to the human and environmental costs.
This initiative, he explains, seeks to address this by also focusing on the ‘why and when’ of pitching. By committing to the Pledge, the IPA and ISBA believe agencies, advertisers and their staff will experience better outcomes including better mental health, less wastage, fewer costs and better, more effective work.
The IPA and ISBA will be running a series of workshops with their members, partners and intermediaries to work through the full details and commitments of the Pitch Positive Pledge. which will be launched to the industry during Mental Health Awareness week in May 2022.
Lowdon said: “There are a lot of pitches taking place and it’s likely a significant number ultimately may be unnecessary. And even among those that are necessary, the existing approach often generates a lot of unnecessary work taking place. This represents wastage that we should look to reduce.
“In recent times, pitches have become more frequent, more complex, and more costly. More costly to both agency and advertiser, and more costly for the individuals and the environment. Pitching has become the default option, often for smaller projects that previously would not have required a pitch.”
Douglas, who hatched the plan as part of his 2022 presidential agenda, added: “Today, many companies have ESG commitments including wastage reduction and promoting diversity and wellbeing in their supply chain. The pitch process as it stands represents a challenge to these commitments.
“Due to its competitive nature there is inherent wastage in the process. Largely unfunded, it demands significant investment in time and money for agencies and clients alike.
“With the added complications of working remotely since Covid-19, and the associated changes this brings, we are seeing an increase in burnout and mental health challenges and a talent exodus from advertising. Pitching can be brilliant, but the current system is broken. The need for change is real and the time to act is now.”
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