NEWS: ISBA and IPA launch pitching charter

By JOHN TYLEE, campaignlive.co.uk, Friday, 10 November 1995 12:00AM

Ground rules intended to curb client exploitation of agencies during pitches were unveiled this Thursday at a joint conference of the Institute of Practitioners in Advertising and the Incorporated Society of British Advertisers.

Ground rules intended to curb client exploitation of agencies during

pitches were unveiled this Thursday at a joint conference of the

Institute of Practitioners in Advertising and the Incorporated Society

of British Advertisers.



As predicted (Campaign, 27 October), the IPA, run by Nick Phillips, and

ISBA, headed by John Hooper, are taking joint action to cut out

unnecessary pitches and limit the number of agencies taking part in

them. For example, the pitching charter calls on shortlists to be

limited to three agencies and for clients to make a contribution to

pitching costs.



At the same time, clients are being urged to think long and hard rather

than rushing into a pitch and to ask themselves if they need a full-

scale creative contest when strategic proposals might be sufficient.



The proposals put the onus on clients to be clear about what they want

from a pitch and warn them that they will have difficulty keeping their

agency search a secret once they start taking soundings.



The guidelines call for shortlists never to exceed three agencies,

although this could be increased to four if the incumbent repitches.



Reviews should also follow a firm timetable, with a minimum of four

weeks allowed for agencies to produce a full creative presentation.



Clients should make a payment for this work. The money should not

necessarily cover all the agency pitch costs but should indicate that

the client is serious.



Advertisers should ensure that agency pitch teams include people who

will actually work on their business, and clients and agencies should be

clear about which material is subject to copyright and should agree

contracts and remuneration before an appointment is finalised.


The charter suggests advertisers should not take more than a week after

seeing all the pitches and should immediately issue a press release

announcing their decision.



This article was first published on campaignlive.co.uk

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