IPA and ISBA in pitch tie-up

Brands and agencies are being encouraged to sign up to best-pratice pitching guidelines via an ISBA/IPA initiative.

IPA and ISBA: in pitch tie-up
IPA and ISBA: in pitch tie-up

The guidelines will be published in March with the aim of "reforming" the pitch process for brands and agencies. Key proposals include setting time limits for a pitch.

Details are being finalised, but one option is that IPA and ISBA members could be asked to sign up to the "accord".

The plans were discussed at a roundtable, organised by the IPA New Business and Marketing Group and ISBA. Marketers from Diageo, Barclays, Nestlé and Heineken were at the event.

The attendees also discussed the issue of brand-owners contributing to agency costs, particularly at the final pitch.

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