EDITORIAL: Dropping the pitch seems a wise idea

The pitch process has survived for so long not because it has always been regarded as the best way for a client to pick an agency but the least worst. Now, in a newly published book (see page 24), John Ward, the former Bates UK vice-chairman, advocates a system in which clients choose agencies on the basis of a credentials presentation and that the parties test-drive each other for six months before making formal commitments. This would be fairer for agencies and less time-consuming for clients, he argues. He may have a point.

The pitch process has survived for so long not because it has always been regarded as the best way for a client to pick an agency but the least worst. Now, in a newly published book (see page 24), John Ward, the former Bates UK vice-chairman, advocates a system in which clients choose agencies on the basis of a credentials presentation and that the parties test-drive each other for six months before making formal commitments. This would be fairer for agencies and less time-consuming for clients, he argues. He may have a point.



Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).