Pitching. Lately, I have been reflecting on my 50+ years in the advertising/media industry – it has been a fun, fulfilling, and wild ride.
Someone recently asked me how many pitches I have been involved in. You know what, I do not exactly know! I did not keep a specific record and over the years, I know I have pitched to the then Coles/Myer several times plus L’Oréal, SA Govt, News Corp, NAB, etc. more than once.
When I moved to New York in 2000 my life was just pitching for seven years across North America, and Canada plus several global pitches including South America.
On my return to Australia, I was a pitch doctor across GroupM agencies for another 15+ years. Before joining JWT, I had good pitch experience working with Burnetts, the full creative agency experience where the focus was the creative product and the media team was normally left squeezed at the end of the presentation only to show the block plan and cover the media innovation.
I also helped with pitches in APAC including visits to India, China, Singapore, Thailand, and more.
Endeavouring the put an exact figure on the number of pitches has been challenging. However, I got to a figure of at least 227!
I tend to remember the outstanding pitches or the really bad ones where we crashed and burned, not much in the middle.
The bad pitches were generally due to lack of time, crap strategic direction, off-casting, not understanding the real brief, flawed pitch plan, or just ordinary ideas. Sometimes on the day it just doesn’t come together however on others all the hard work pays off and the magic happens!
I love it when a pitch plan works, you nail the brief, the rehearsals sing, the ideas are brilliant, the chemistry/engagement ignites and the diverse pitch team is simply the best.
Sparrow’s Top 10 pitching tips
• Engagement with your audience is vital
• What’s in it for THEM?
• Compelling storytelling
• Benefits not features
• Memorable business-building ideas
• A short captivating presentation (not death by PowerPoint)
• A smart pitch plan & leadership
• A well-rehearsed pitch team
• Tailor and personalise if possible
• It’s not over till the contract is signed (never give up!)
Obviously, there are so many factors in a pitch at play that can affect the final decision – long-term relationships, politics, new CMO, price, and procurement, etc.
It is complex and difficult not much cut and dry around evaluation/judging the best work/solutions on the day. However, new business is the lifeblood of any agency and the buzz, energy, and momentum with successful pitches are thrilling and incredibly rewarding.
My new business career at times was close to burnout…pitching has also been some of the most joyful and exciting times of my long career.
Pitching: Learn at the Mediaweek Academy
As part of next year’s Mediaweek Academy along with our Legends & Superstars, we are covering new business – Pitching to Win as part of the curriculum on July 26 with Graham Webster from enthgree (pitch consultant) and Joe Fraser half dome growth officer.
The Mediaweek Academy lessons will be monthly for a half-day commencing in February 2023 through to November 2023. Classes will be on the last Wednesday of every month.
The course structure:
• Wednesday, February 22 – Career growth & development– with Legend John Steedman and Superstar Rebecca Drummond, from Wavemaker ANZ
• Wednesday, March 29 – Building client trust & respect– with Legend Mark Buckman from Accenture Song, and Superstar Duncan McGrath from Google
• Wednesday, April 26 – Sales & negotiation skills– with Legend Genelle Sharples from Telstra and Superstar Philippa Noliea-Tani from Wavemaker
• Wednesday, May 31 – Building your Personal Brand– with Legend Sunita Gloster from Gloster Advisory and Superstar Lara Brownlow from LinkedIn
• Wednesday, June 28 – Listening skills– with Legend author Oscar Trimboli and Bare Feat founder Chloe Hooper
• Wednesday, July 26 – Pitching to Win– with Legend Graham Webster from Enth Degree, and Superstar Joe Frazer from Half Dome
• Wednesday, August 30 – Storytelling/Presenting Skills– with Legend Rose Herceg from WPP, and Superstar Jules Lund from Tribe
• Wednesday, September 27 – Inspiring Creativity– with Legend Julia Zaetta from Harris Farm Mag, and Superstar Adam Ross from Coca Cola
• Wednesday, October 25 – Partnerships & Collaboration– with Legend Lou Barrett from News Corp, and Superstar Danni Hudson from Snap Inc.
• Wednesday, November 29 –Leadership/Management Mindset – with Legend Katie Rigg Smith from Mindshare, and Superstar Jimmy Hyett from This Is Flow