Letters: Communication is the key to the pitch process
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Sam Brownfield, MD, Tradewind
In your article 'Creative agencies call for pitching rethink' (NMA 12.04.07) sensible suggestions were made about how the process can be managed more cost-effectively. As ever, this perennial problem will fall on deaf ears.
Apparently, the agencies say with a little menace, problems with the pitch process are forcing them to 'become more selective about the clients to which they pitch'.
This is missing the point. This is about trust and how new technologies have changed everything, from the pitch process to the dynamics of the agency/client relationship.
The only way to successfully work with technology in a consumer communications environment is for clients and agencies to share knowledge and educate each other every day throughout the process. Clients have to trust the agencies as the experts and not keep beating them up over fees.
