Role Reversal – What if clients had to pitch to agencies?
The pitch engagement process needs a massive overhaul, writes Kiranpreet Kaur, managing director, Archibald Williams.
As we come out of the years “that shall not be named”, it’s clear that agencies and clients have put the pedal to the metal when it comes to new business, agency relationships, pitches – whatever you’d like to call it.
But whatever you call it, it all holds similar emotions for those sitting on the agency side. Yes, there is some level of excitement and ignition of creativity, but we’d be lying if we didn’t acknowledge the angst, exhaustion, stress and the unmentionable “uncertainty” that came with it.
The thing is, though, why is this feeling one-sided? Particularly when every interaction, relationship, transaction is in fact double-sided. It takes two to tango [insert any other cliché about working together], remember?
So, it got me thinking…what if roles were reversed? What if clients had to pitch to agencies to be our clients?
The first thing that comes to mind is what would the criteria be….
Would there be a long legal process where we ask them to disclose all of their business details? Would we need org charts and full CVs of every potential client that would be involved? How many meetings or check-ins would be in included? How many other clients would they be up against (and would we tell them how many or who they are)? Would we ask for their strongest moments as clients in the form of case studies? Maybe ask for references from previous partners that could vouch for the value they added to the partnership? Would we ask them to present a business plan and project timelines based on a brief we come up with for their market? And how long would they have to respond?
It can really get you thinking, right? Are we just living a weird version of an 80s dating show, but where the potential suitors are acting out their greatest talents while running a marathon and having to expose as much as they can about themselves to maybe get a chance at being selected?
And I know, I know, as I challenge this existing system, there is the reality that clients are the ones that pay the bills. But I’d argue that it’s not just about that. In fact, it’s in the best interest of clients for their relationships with agencies to feel like real partnerships – they will get a better end product as a result of it. We just need to think about whether the kick-off of these partnerships is the best representation of a respectful relationship that may stem from there. (You’ll notice, respect is a key word for me on this subject).
Now, our industry and life agency side will always be different – it’s what fosters the creativity and fresh thinking that marketers and clients look for from their agency partners. However, like many things that have been highlighted about the nature and culture of our workplaces, pitching is one that needs to be reviewed – and this time, it’s not just on agency management to fix it.
The pitch engagement process needs a massive overhaul, with a lens of viewing the potential respondents as a respected partner – and just as humans. Keep in mind, the people working on the other side are likely to be away from their children, their partners, their friends and just their lives to go above and beyond to show you their best work – and all for the uncertainty and chance around them maybe winning it.
So, we need to shift the pitch and new business process from a one-sided dating show to the mutual first date (or dates) where we’re getting to know each other and being respectful of each other’s time, effort and investment into the potential of a future together.
What does that look like? I’m not exactly sure yet and would love to hear thoughts, but my first thoughts are…
- Thorough research ahead of inviting agencies to pitch, and keeping the pitch process to just 2 agencies if possible – maybe ask for coffee meetings with a few more before you reach this point, where there is no presentation or materials allowed, but it’s simply a meeting with a senior member of the team and a potential day-to-day person as well.
- Compensation for agencies participating (even if it’s small) to help show your investment into the process and that you value their time and thinking.
- Keeping the ask small, and putting clear parameters of length (pages, words) around it so agencies don’t feel inclined to pull together more and more in terms of ideas, executions, etc.
- Ensuring a timeline that is respectful of the time required to respond, but doesn’t drag out the process – make a decision and respond quickly after the agencies have pitched.
Kiranpreet Kaur, managing director, Archibald Williams
“if my aunt had balls, she’d be my uncle” – oh hang on why are we playing this hypothetical game again?
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