Creative work in pharma can't win a pitch, but it can lose one. So how should clients judge work that might never run anyway?
The Bieber guide to pitching.
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... Continue Reading →
Being funny without telling a joke.
I once did a freelance stint in a German office of JWT and the CEO there was quite the cliche 'American' ad-man, not a German. An ex-creative director himself, he had a good sense of the process and was no fool. But we differed on some points, one of which was that he thought the... Continue Reading →
Eggs in the airing cupboard
In consumer adland we often get the chance to experience the products we peddle. If we're lucky enough to work on a car account we get to do a driving day for a new model, if the latest beer is being launched we can down a few pints and really get a feel for the...ahem...taste.... Continue Reading →
What the hell happened to pitches?
Based on a (several) true story. "So we'd like you to pitch for our global business!" said the Multi-National, Multi-Million-Pound Advertising Client in to her mobile phone. "That's great news we'd be delighted to," replied the rather over excited MD, silently fist-punching the air. 'Wait till I tell the guys that we made the pitch... Continue Reading →
Fortune favours the safe.
I was recently in a pre-pitch meeting and somebody quoted the old line 'nobody ever got fired for choosing IBM' It suddenly occurred to me that she was using it in a positive sense. Because she had always thought of it that way. The safe choice is the wise choice. Now I don't know about... Continue Reading →
Pitching it wrong.
Try to fully understand the reason you lost a pitch, even with a detailed client explanation, and you enter a murky pond of misplaced diplomacy, political machinations, regrets and confusion. In the end, you never really know anything other than you came a close second. Nevertheless, the question about what creative work you went with,... Continue Reading →