IPA and ISBA launch guidance on media pitch principles
The IPA and ISBA have created new guidance on media pitch principles in an addition to current advice on pitches.
Guidance: The IPA and ISBA have created six principles
The six media pitch principles will be officially launched on 7 November at Good Pitch Week, and they take into account changes in media agencies brought about by technology – the rise of e-auctions, for instance – in the pitching process.
Cormac Loughran, co-chair of the IPA new business and marketing group and CMO of Aegis Media UK, said: “By setting out this guidance we hope to encourage more open dialogue between clients and agencies, more collaboration, fewer surprises and ultimately less waste from the pitch process.”
The six principles encourage respect, the use of the IPA/ISBA standard information template, properly defining the scope of work, holding discovery meetings to maximise pitches, clarity on pricing and contract and transparency and honesty in the judging process.
Debbie Morrison, ISBA’s director of consultancy and best practice, added: “With media pitches becoming increasingly competitive and complicated, it is to everyone’s advantage to ensure the foundations of their relationships are strong, right from the start.
“These principles will provide the blueprint for both clients and media agencies to achieve strong and productive partnerships.”
A statement from the IPA said that the new guidance forms part of IPA president Ian Priest’s agenda to improve the client-agency relationship.
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