You're hot off the stage from the first C&IT Agency Forum panel of the day, The Pitch Factor: What Makes a Winner? How did it go?
It was interesting for me to hear from my fellow panelists, some of whom were from pharmaceutical industries and some from the financial industries who operate very differently to how we do in the media industry.
There were some great questions from the audience and some great insight into the key themes around pitching like budget and how to interrogate the brief. If I was an agency, I would take away the tips on how to utilise the chemistry time with the client and how to ask the right questions around the brief.
The pitching process can some times be a perilous part of the job for corporates and agencies, is it something you enjoy?
I’m always so excited about the pitching process. It’s one of the best things about our role. It’s an exciting opportunity to take time out to see what agencies are doing creatively across the industry.
What are your dos and don'ts when agencies come to your offices to pitch?
Respect the budget. As a team, that’s where our greatest frustration lies. If you don’t think what we’re asking is achievable on our budget then tell us, show us what is achievable and give us something on budget.
A big don’t for me is when agencies don’t understand the brand. Do your research and know what shows are on ITV. When it comes to working on the international side of the business, most agencies aren’t aware of our international presence as a global distributor of studios, so do your research and if you’re not sure ask us and we can provide ample information to educate you on that side of the business.
What do you look for in an agency?
ITV is the biggest commercial broadcaster in Europe. We’ve got to be the best and we want to work with the agencies that want to be the best, as well, so it’s about finding the best creative ideas that are going to set us apart from our competitors.
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