In another life, I spent five years
working as a New Business Director for an advertising agency. Omnicom trained
me in the dark art of winning credentials and creative pitches. Now I advise
agencies on how to write and structure their pitch documents. Here are a few of
the most important principles.
Son of a pitch, this creds needs a theme. |
Out-position, out-fox
Once you’ve decided this, it should
become the theme of your pitch. Let me give you an example. We recently advised
an agency on a creative pitch for the inflight magazine account for a
five-star, Asian airline. Now, there were seven agencies in the running. One
was the incumbent with the benefit of being local (more convenient for the
client etc.) Another was a big player. Stiff competition then. So what angle
was going to out-position these other six contenders?