LETTERS: PITCHING PROCESS; Rebuild habit of partnership now

I’m sure everyone in the ad industry welcomes John Hooper’s entry, as director general of ISBA, into the debate about ‘rogue’ pitches. (Campaign, 27 October).

I’m sure everyone in the ad industry welcomes John Hooper’s entry, as

director general of ISBA, into the debate about ‘rogue’ pitches.

(Campaign, 27 October).



Without his backing, the case presented by the agencies and creative

independents was always going to have an echo of Mandy Rice-Davies about

it.



There’s no need here to go into the many types of dubious pitches, or

why they exist (between John Hooper and Stefano Hatfield’s column, most

were covered in the 27 October edition) but we should concern ourselves

with what their very existence says about the average relationship

between advertising people and their marketing counterparts. That is,

they’re bonded by very little trust.



Where’s the spirit of partnership?



Not so long ago, a ‘new-business pitch’ was special. An agency only got

involved in a handful each year and success seriously raised its status.

Now you can expect an emergency board meeting if someone realises you’ve

only got one on. And no-one will expect it to change things - new

business today is invariably greeted as a nice buffer against tomorrow’s

account loss. (Isn’t it odd how a large loss signals redundancies but a

huge win rarely creates the need for additional staff?)



Isn’t it time - as things seem to be picking up and the primary aim of

so many businesses is to create ‘customers for life’ - for us all to

rebuild the partnership habit? It can only be good for everyone.



Advertising will never be the same again. As a partner in a creative

independent, I don’t see that as a bad thing, but we can attempt to get

back the best bits.



My partner, Barry Smith, told me of Bill Kiely being suitably impressed

when he joined Foote Cone and Belding 30-odd years ago to find the

client list carved in marble. Had a few more agencies practised that

there wouldn’t be much of Italy left by now.



Bill Thompson, Smith and Thompson, London SW19



Topics

Become a member of Campaign from just £46 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