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IPA

62% of pitches ranked as ‘positive’ by agencies in Q4 2013, IPA finds

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By Ishbel Macleod, PR and social media consultant

January 31, 2014 | 2 min read

Almost two thirds (62 per cent) of pitches were ranked as positive by agencies, the IPA Q4 2013 Post-Pitch Survey has found, with only 14 per cent rated negatively.

This compares to Q1 2013, when 59.5 per cent were rated positively, and 32.4 per cent were described as negative.

Paul Bainsfair, director general of the IPA, said: “We are delighted to see from the Q4 results that agency experiences of the pitch process have improved and that the majority of key areas of the pitching process have also improved.”

The pitch process seems to be working across a range of areas, the survey discovered, including the business opportunity being made clear from the outset, and timeframes and deadlines being agreed, set and kept.

However, there are some areas where there can be improvement, with overall scores from 2013 finding that only a quarter of clients were clear about their budget upfront.

From a net negative of -14.4 percentage points in Q1 there was a net positive of 46.9 percentage points in Q4 for pitches that had involvement from procurement, although this is down slightly from a net positive of 48 percentage points in Q3.

Overall across the course of the year, 62 per cent of cases where respondents indicated that procurement had been involved, the management of the pitch was regarded as excellent, good or very good, while in 30 per cent of cases it was regarded as fair, poor or very poor.

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