Andy Bargery, Client Director at Oystercatchers, explores why the traditional pitch process still holds value, and how initiatives like the PRCA’s Pitch Forward are helping to make it a fairer process for all.
“Pitching is broken.”
“The pitch process is no longer fit for purpose.”
“Marketing has evolved, but pitching remains stuck in the 1990s.”
As intermediaries where running pitches is an important part of our professional remit, we often hear and acknowledge these concerns. We usually hear them from agencies, but sometimes also from others with different solutions to sell.
Yet the reality is that the tried-and-tested process we all know – chemistry session, briefing, tissue session, then pitch meeting – remains in place precisely because it works. It enables brands to compare agencies in a structured way, while building mutual understanding to assess whether a long-term, successful partnership is likely. It is also a process that procurement teams generally support.
That’s not to say it is perfect, nor that it should remain static. There are good and bad practices in how pitches are managed, and there should always be flexibility depending on the scope of work.
The PRCA (Public Relations and Communications Association) is currently working on establishing guidelines to support better pitching practices through its Pitch Forward initiative. By engaging a range of stakeholders – including client-side marketers, agencies, the CIPR and intermediaries – this is a highly positive step towards healthier pitching.
At Oystercatchers, we already support the Pitch Positive Pledge developed by ISBA and the IPA, which offers similar guiding principles to make pitching fairer for all parties. We are pleased to back the PRCA’s initiative too. Our belief is that pitching is fit for purpose – provided the process is fair and balances the needs of both clients and agencies.
At a minimum, every pitch should have:
- Clear communication or marketing objectives
- A considered and well-written brief
- A defined and approved budget or range – what is the size of the prize?
- A clear process with realistic timelines
- A pitch task that’s aligned to the budget
- Client-side stakeholder buy-in and support throughout
- Clarity on how agencies will be evaluated
Yesterday, as the PRCA kicked off the next phase of Pitch Forward over breakfast, agencies of all shapes and sizes shared pitch horror stories: small or non-existent budgets, being ghosted post-pitch, shifting briefs, and being asked to pitch against ten or more other agencies. The examples of poor practice were considerable.
I recognise many of these frustrations. During my agency career, I was once appointed to build a loyalty programme for a restaurant chain, only to discover that the client contact hadn’t secured board approval before going to pitch. Sadly, the champagne had already been opened before this revelation surfaced.
As our industry evolves and absorbs AI and new ways of working, the core ingredients of a good pitch process are unlikely to change. However, there is certainly room for innovation. At Oystercatchers, we remain committed to driving best practice and innovating where appropriate to create win-win environments for both clients and agencies.
We are proud to support the PRCA’s Pitch Forward initiative, to be a part of this important working group and any work that champions healthy, fair pitch practices for marketers on both the client and agency side.