Will They Respect Us The Morning After?
Free Pitching to get new clients is a common practice within the advertising industry. However, does it make it right? Is it also a choice that spells success for the agency and the client?
Recently I was invited by “Marketing” magazine to contribute an article for it’s “Ad Insider” page.
I took a couple of days to reflect on my days in full-fledged advertising agencies, where working 16 hours a day is not uncommon. I have many fond memories of those late nights in the cubicle with impossible deadlines, endless meetings and challenging pitches. When I was with a British ad agency, we were invited to pitch almost every other week. We were very busy researching and cranking up new ideas to win accounts that most agencies would drool for.
We won more than we lost. Still, my account director’s pet peeve is Singapore’s advertising industry did not believe in paying pitching fees. During my 3 years tenure, only one client offered a pitching fee for our efforts. Eventually, I understood why this issue of “free” pitching irritated my management so. Especially after I started my own two outfits.
I therefore wrote “Will they respect us the morning after” for Marketing magazine. It was recently published in it’s November 2007 issue. Click and magnify to read the full article.
Technorati Tags: free pitching
Popularity: 8% [?]
Stumble it!
January 5th, 2008 at 6:04 am
hi vivienne, yr link does not work? it goes to the image! cheers!
January 5th, 2008 at 7:20 am
Hi BokjaeThe link goes to a jpeg file so just magnify to enlarge to read. I had just tried it and it works. Cheers
January 5th, 2008 at 10:17 am
Good point and I agree with your ex-management’s disgust on ‘pitching for free’ I guess it depends on the industry! Had been in the Contracting Business and we pitched for free when we tendered for a project! Numerous man hours and what not’s and in the end you may not get so much as a thank-you! The winner takes all! I guess its the cost of bidding for jobs, contracts etc. It will be a good thing if they pay some fees for all the trouble!
January 5th, 2008 at 11:50 pm
Great article!
I think the problem of clients wanting work for free, or nearly free, is almost universal in the creative professions.
January 6th, 2008 at 2:31 pm
Yes, Laura, so it’s for us to choose and take our stand.
January 6th, 2008 at 3:18 pm
Hi Vivienne!
I congratulate you on this article you wrote to a publication! Its great way to shoulder the responsibility to safeguard the profession; where there is severe misuse and exploitation.
But how many of us stand and fight? Its for instant results we pander to the vultures out there( some greedy,short-sighted jealots who call themselves as progressive entrepreneurs!).
I told one agency head to stand his ground to one client who wants to give to anyone who’s willing to pitch and is servile. But he has to feed his people, he can’t help.
Anyway, we must make a beginning. I appreciate your guts and the bravado. Its but true as the sunlight: only if you, absolutely, stand the ground we’ll have more respect.
Thanks for giving a sense of pride in what we are passionate about. Great way to begin this new year, Vivienne!!!
Cheers
Solomon
January 6th, 2008 at 4:07 pm
Some agencies succumbed in view of the revenue the account can generate. It can be a tough call to choose between income and principle. As you rightfully pointed out, the agency needs to feed its people.
January 8th, 2008 at 7:40 pm
Vivienne,
Your analogy at the end is perfect!
Walter
January 9th, 2008 at 2:07 am
Thanks, Walter, and I won’t suggest that to my doctor that :)
January 10th, 2008 at 2:58 am
I love the title of this post! So creative!
January 10th, 2008 at 3:16 am
Thanks, Erica. Headline is really so important in all communication .
January 31st, 2008 at 4:59 am
Hi Vivienne,
as you saw on our blog we have instituted a new pitch technique to screen our prospects. In a nutshell we ask them to pitch so we can decide whether they are worth the effort, not just financially but intellectually as well.
This comes in addition to our informal screening cum. non-pitch method. This new formal screening has so far made a laugh a lot but has not yet delivered anything (too soon to tell I suppose).
This being said, our informal screening as worked very well. Clients who accept to play the game usually end up being good clients to us. i.e. We still have their respect in the morning.
Oh, and Bokjae, the picture IS the link, just zoom in!
Arno