The point of a pitch.

A pitch may seem like an exercise to see who can best solve a client’s advertising problem.  It’s not.  It’s about proving that you’re the right partner.  Don’t sell advertising.  Sell your agency.

Even if you don’t crack the perfect campaign, the client may still choose you because he likes your people, your ideas, your methods, or your style.  Buying an ad is a rational decision.  Buying an agency, and its people, is emotional.

It’s easy to reject ads.  Harder to reject people you really like.



David Fowler is a writer and executive creative director in New York.
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