May/June 2012 PSMG 31 GRAHAME JONES Soukias Jones Design [email protected] How to hold a successful agency pitch F inding the right agency can be a minefield, so holding pitches has become a popular way of separating the wheat from the chaff. It is not a perfect model, because most agencies are wary of providing ideas if they are not being paid. But, if managed well, pitches can provide a gateway to finding a true creative partner to help you build a distinctive brand identity. Having spent the past 20 years on the agency side of the pitching process, here is a simple guide I have developed to help professional services firms get the most out of their pitches. Developing your brief Consult with your wider team to decide precisely what type of help you need. Is it conceptual, for a website, brochure or campaign, or design/artwork support? Then write a full and comprehensive brief, making sure all your internal stakeholders sign it off. There is nothing worse than getting halfway through the process only for key members of the team to start creating ripples because they failed to provide input on the initial brief. It is also important to define the type of pitch you are going to hold. Some firms ask for a ‘creative pitch’, where the agency presents their pre-prepared ideas at the meeting. If you run a creative pitch, expect to pay for it – most agencies are small businesses and cannot afford to speculate and take all the risk. It is both unfair and unprofessional to ask them to give away their ideas (and their time) for nothing. Agree a fee with them – this also has the benefit of setting the tone for future relations. Alternatively, some firms hold ‘credential presentations’, where the agency presents previous projects that addressed similar challenges to those facing your firm, with the aim of demonstrating their suitability for the task ahead. Selecting agencies There are a variety of sources for agencies: recommendations, websites, agency mailings and directories. Take the time to check what projects agencies have worked on, who they have worked for and what they can offer you. Conduct some initial meetings. If you have time, visiting them will tell you a lot about their operations and their pedigree. Establish criteria upfront for evaluating each agency. This will include things such as project experience, approach to work, size, culture, expertise and perceived chemistry. This will help you filter out any unsuitable agencies, leaving you with a top three to invite to officially participate. Don’t be tempted to go beyond three as it risks turning the process into something of a lottery. Pre-pitch briefing Before launching the pitch, ensure you have: • developed a full brief for the project; • compiled a shortlist of suitable agencies; • confirmed the selection criteria with the agencies; • agreed the dates of the presentation and attendees; • decided what type of pitch you require; and • given the agencies adequate time to prepare their responses. Scoring the agencies Develop a score sheet to help your stakeholders evaluate each agency and make a final decision. This is likely to include areas such as: • demonstration of creative capability; • evaluation of the team personnel attending; • summary of their ideas or case-studies relevant to the brief; • their process for fulfilling the contract; • the questions and queries they raise; and • ability to meet deadlines and budgets. Once a final decision is reached, set aside some time to give feedback to the unsuccessful agencies. This will help them improve their performance next time. Of course, the pitching process represents only the beginning of your relationship with the chosen agency. By setting some time aside to follow the simple steps outlined above, there is a good chance your pitch process will yield a profitable and successful long-term relationship – something that is in the interest of both parties. Grahame Jones is co-founder of Soukias Jones Design. We specialise in professional services; whether you are targeting clients, laterals, graduates or staff, we use creativity to help create clear and distinctive brand communications. View our work on www.soukiasjones.co.uk. Firms have honed their approach to selecting agencies through the use of pitches. But the pitching process itself needs to be carefully managed to ensure a successful outcome, for both firm and agency, says Grahame Jones of Soukias Jones Design. Top tips for successful pitches • Develop a clear brief for the works before starting • Agree the type of pitch – creative or credentials • Establish criteria upfront for pre-selecting agencies • Invite no more than three agencies to pitch • Develop a brief for the pitch itself • Develop score sheet to help in selecting the winner! Inviting more than three agencies to pitch, runs the risk of turning the process into a lottery.