The Mediaweek Academy’s upcoming fifth session will explore Pitching to Win.
Greg’ Sparrow’ Graham, MFA Hall of Famer and Mediaweek contributing editor, will lead the session featuring a Legend of the industry sharing their career development wisdom and a Superstar discussing their insights.
This month’s Mediaweek Academy Legend is Graham Webster from Enth Degree and Superstar Joe Frazer from Half Dome.
Webster spoke to Mediaweek about how he got his start in the media industry, the key to creating a stand-out pitch and his advice on preparing for a pitch.
Webster reflects on his early days in the industry
Webster shared that he started in the media industry when flared pants were fashionable in what he called a “despatch Boy” position.
“Think general gopher, delivering mail, picking up kitchen supplies, delivering inter-office mail – well before email,” he recalled.
Webster said: “I scored an interview a McCanns, then a full-service agency. At the interview, I said I wanted to be in media. At that time, nobody nominated the media. Applicants always nominated creative or account service, and I was offered a job as a media assistant/trainee that day.”
Getting it pitch perfect
When creating a pitch, Webster reminded marketers: “The pitch is not about you!”
“Focus your presentation on the client’s brief, not your Agency. Spend as little time as possible restating the brief and get to the strategic recommendation quickly,” he said.
“This saves precious time to enable discussion with the client,” Webster added.
Webster noted that successful pitches have done just that – being straight to the point with their strategic recommendation.
“No talk about tools and techniques. No selling of the Agency beyond the ideas presented,” he said.
“This approach freed up extra time for Q&A with the client that enabled the Agency to demonstrate their capability beyond the confines of the brief,” Webster shared.
Going in for the pitch
On how young professionals should prepare for their pitches, Webster advised them to Know the client’s business and to look beyond the brief.
Webster highlighted the importance of being familiar with all different aspects of the client – from their competitors, what’s happening in their market, their share price, visiting their stores and seeing what’s on their shelves. He also recommended knowing local and international markets impacting their business to read the client’s relevant trade media.
Webster said: “They (the client) know you are good at media; otherwise, you would not be in the meeting. Let them know that you know their business and use media to help solve their business issues.”
Marketing career advice and developing confidence when pitching to win
For those early in their marketing careers, Webster said that marketing is just one business cog and encouraged them to look outside the marketing bubble. He recommended they learn the roles and responsibilities of all parts of the company.
“An understanding of the relationship between sales and marketing is critical. Marketing plans are doomed to fail in the absence of a cohesive relationship with sales,” he added.
To those attending the upcoming Mediaweek Academy, Webster said he hopes attendees leave this session feeling more confident when placed in a pitch situation.
“There is no mystery to the pitch process. Clients are looking for an Agency that can recognise the everyday tasks that confront them and are looking for a team to partner with them to assist in delivering business solutions,” he said.
“Of course, you need to sell the Agency but don’t lose sight of the fact that you need to talk with the client, not at them!” Webster added.
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Top image: Graham Webster
