Agencies need to be treated with respect when pitching

Debriefing unsuccessful agencies should be a mandatory part of the pitching process argues Chris Gray, director of the Daylight Agency.

It’s exciting when that perfect pitch opportunity lands in your Inbox. Ideas start flowing, the team gathers to look at resource availability and the intense period of understanding and dissecting the brief begins. A brainstorm session happens. The response process starts. Endless hours. The submission is in. Waiting. A standard unsuccessful response letter is issued.  No explanation. No offer of a de-brief.

Chris Gray is a director of the Daylight Agency

This is not good enough and is unacceptable.

Our industry is full of exceptional creative talent who give 110 percent – no 150 percent! – when responding to a pitch or tender.  There is debate as to whether agencies should be remunerated for their efforts and opinions are divided over this, but at the very least we would call for a mandatory de-brief to all agencies who invest their time in responding.

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