healthcare

The Bieber guide to pitching.

Posted by

0

The approach is this:

You simply do whatever you need to, present the kind of work you suspect they will like and then get the client round to an idea you like once they are through the door and you are fully appointed.

So why Justin Bieber?

Think of it like dating.

If you want to woo a girl (for the sake of this blog) and she likes Justin Bieber you say you love JB too – how amazing! and you buy two tickets for his next show because, you know, you are sooo all about the Biebs.

You go to the concert, put up with the music and the screaming girls, but woo her with the whole ‘we have so much in common’ pitch, and as she gazes in to your eyes longingly, you kiss her to the sound of ‘As long as you love me’ in the background and then, theoretically, you live happily ever after.

Simples.

Until the next time she suggests Justin is in town and she has got some tickets.

Aaahh crap.

Greeeeaaaat. Can’t wait.

You can’t now say you actually can’t stand him, she would consider you a complete fraud, so you go and keep going and buying the albums and listening to him on long car journeys and then one day it all gets unbearable and you get very drunk and admit, in a slurred yet frenzied mental breakdown, that you always HATED him and if you have to go to another concert of his or listen to one more bar of his you will literally cut off your own ears and stuff the remaining ear-hole with parts of disused flip flops!

In floods of tears she can’t believe she has been so stupid as to fall for this sham of a relationship and she storms out leaving you heartbroken.

That’s one way to pitch.

So it might have just been better in the first place if you’d just explained that actually Ed Sheeran is more your cup of tea and risked not winning her over.

Or maybe she actually had never heard Ed Sheeran and actually quite likes him now that you made her a playlist.

So, fellow pitch losers, when you receive that ‘you came a close second’ call or email, maybe it’s ok.

Maybe you just dodged a bullet.

Sooner or later you would have cut your own ears off and had no flip flops.

Real success, both creatively and financially, comes when both parties like Ed Sheeran or led Zep, or Beyonce or whoever.

If you think what you are presenting is right – whatever the outcome, then losing a pitch is actually winning if you look at it the right way.

And when you actually win that pitch, well, it’s all the more sweeter.

Plus, as the Biebster would say, there’s one less lonely girl.

 

 

 

 

Pharma’s invisibility cloak.

Posted by

0

In the Harry Potter books, why we ‘muggles’ don’t see all the weird magical stuff happening around us is explained in one simple line.

‘Muggles see what they want to see.’

A similar myopia seems to pervade consumer advertising and Healthcare advertising.

Maybe I’m being sensitive.

Apparently, there were actually two whole categories at Cannes that happened the same week as the rest of Cannes, had work exhibited in the same basement as the rest of Cannes and actual agencies won golds and silvers and agency of the year awards and……noooooobody noticed.

You had to go through a door in an invisible wall to a strange alleyway, apparently.

How do I know this?

Well, in this month’s Campaign – the leading advertising publication in the UK – an article by the ‘Global editor-in-chief’, no less, Claire Beale, in a piece supposed to soothe our bruised English national pride after the world cup, and get us all fired up about the creative talent on our shores, pretty much confirmed it.

In the article she rightfully championed every achievement by our consumer cousins at Cannes. (It is comforting to know we were still good at something even if the football didn’t work out how we thought.) heaping praise on the awesome achievements of Adam&Eve DDB among other notable agencies.

But somehow we had our invisibility cloaks in full working order and there wasn’t a mention of any successes in the Health and Wellness or Pharma categories for some reason.

I think I’m definitely being sensitive.

But it’s not like she didn’t have her chance at inclusion:

“And UK agencies are strong across the whole bench, not just scoring in the traditional positions, such as Film, but taking gold (and above) Lions in Glass, Sustainable Development Goals, Titanium, Creative Data, Direct, Media, PR, Social and Influencer, Film Craft, Creative Ecommerce and Entertainment.”

Um…not quite the whole bench there Claire is it.

An English agency, Havas Lynx, won Healthcare agency of the year, you might not have noticed.

They even handed out a statue and everything

 

I’m almost certain that I am probably just being a touch sensitive.

It’s weird because a lot of the big agency networks are scrambling to get involved in the healthcare space. It’s where a lot of the exciting work is happening. They even won in some of these categories.

But in some quarters our presence at Cannes is still like we have just been let in the back door to a teenage house party because our older sister was in with the cool older boys and said we could gatecrash if we stayed in the kitchen and didn’t talk to anyone and only drank cider.

We’re the fucking Inbetweeners.

But it’s not just the journos at Campaign. During the Cannes judging I bumped in to a well known advertising Creative Director, with whom I had a passing and tenuous association with, via an old friend, and we work in the same building. She has been in the business a good thirty years.

“Oh, what jury are you on?” she inquired after I introduced myself.

“Pharma”

“Oh? What’s that?” she said.

It wasn’t meant in a mean or derogatory way, I could tell she just had literally no idea. All she heard was “Spells and Potions”.

I am aware this just all sounds like chippy, a little whiny and a little bitchy. Why do I care what Campaign thinks, I ask myself?

I don’t really know, to be honest. It’s this damn over-sensitivity I guess.

But for too long we have been meek and mild about what we do, embarrassed even. Our history of regulations, small budgets and lack of creativity takes a long time to fade and as we know, perception always trails reality.

We are so busy flying around on broomsticks and casting spells on people and talking in backward snakey-talk that the rest of the world is quite happy not being involved.

They see what they want to see.

So whatever Campaign thinks or doesn’t think, it’s time to start being proud of the work, the craft, the ingenuity that we have in Pharmaland and to ditch the sensitivity. Or as Claire puts it “ditch the negativity and self-flagellation…UK Healthcare agencies are creative world champions”.

Ok, I added the healthcare part.

It may be that they just don’t ‘get’ our world, so it’s easier to put us in the cupboard under the stairs and tell us to keep quiet.

Perhaps we should invite them to a big school in a castle in Scotland?

You never know, they might be surprised at what a little magic can do.