Agencies and clients misunderstand each other at several key points of the pitch process, FindGood study reveals
More than a quarter (26 per cent) of clients claim that they give feedback to those unsuccessful in a pitch "every time", but just one per cent of those pitching say they always receive feedback, according to research from FindGood.
Surveying almost 500 UK client marketers and 500 agencies, the survey showed that agencies and clients still misunderstand each other at several key points of the pitch process with several expectation gaps; from the size of account which clients and agencies are willing to put out to pitch/pitch for, to who is present at the pitch and how feedback is given.
Half (50 per cent) of client marketers surveyed claimed the ultimate decision maker is always present at a pitch, but just 20 per cent of agencies believe this to be true.
Another issue revealed was almost two thirds (65 per cent) of clients said that unrealistic budget expectations from agencies are a problem in half of all pitches with agencies claiming that just 10 per cent of briefs come with a specific budget outline.
The pitching model was also revealed to vary wildly in its success as while 46 per cent of agencies said they pitched up to 10 times a year, 15 per cent were pitching 20-40 times a year with 10 per cent managing more than 41 annually. Almost 31 per cent of agencies do 31 or more proposals per year.
The results also showed some good news, for example, the era of long pitch lists seems to be over as more than 80 per cent of clients claimed up to three agencies was the maximum number they would shortlist to pitch, 56 per cent of agencies also said they would only be willing to pitch against just three or four other agencies.
Pre-pitch communication was also found to be improving with 90 per cent of clients willing to speak with agencies ahead of pitch and FindGood found that the majority of agencies and clients agreed that one to two weeks was the optimum amount of time to inform all parties of a decision post-pitch. Integrated approaches were also found to be favoured as 55 per cent of clients expressed that an integrated response to any brief, whether requested or not, would be of interest.
Annabelle Bates, managing director of FindGood, commented: “Finding the right agency, in the right way at the start of the process can make or break the creative relationship from day one. When there’s a gulf in communications and actions, there’s also a gulf in understanding, which is unhelpful for everyone. A long and productive relationship between agencies and clients is the gold standard, and that has to begin with a well-run pitch.”
Next Tuesday (11 November) The Drum is bringing together brand and agency experts to help those in need of advice when it comes to pitching or improving business performance. More information on the 'Brief Encounters – New Business, New Relationships, True Love' conference can be found online along with ticketing information.