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  • Vijesti

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    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

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  • Tema sedmice
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    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

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    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

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    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

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    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

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    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

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    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

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    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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Home Opinion

How much longer are you going to keep with this Pitchwise

Do pitches contribute to the disorder in the market and how much. From exhausting agencies (in terms of professional, morale and financial value) and freelance creatives, to possible abuse by some contractors

27/11/2018
in Opinion
5 min read
How much longer are you going to keep with this Pitchwise

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Aleksandar Saša Grbović

It is a fact that our market loves to erode the value of every new word that emerges. The latest in a series that have experienced buzzword status and “erosion” at the same time, is the PITCH. Definition says that it is “the process of persuading the environment to do something that you propose.”

However, in our region, it looks more like selling “I Think Management”, “Houdini Marketing” (or “we need a miracle” marketing) or Fecal Marketing (ie “get us out of this shit”).

It all starts with the arrival of a brand manager or a person in charge of “marketing” to an internal morning meeting with people who are at the main defensive posts in the company. The subject of the meeting is: “If something is good, I did it, if something is lousy, it was someone else”. One of the many solutions at the end of such meetings is: “We need a new campaign! Or we need a new agency!!”

Another option of generating a pitch by the company is a consequence of planning, where majority sticks to the mantra: Marketing is a cost. You can spend that much. There’s no room for surprises and improvements.

And no, at such meetings there are no answers to WHY, only to WHAT, WHO, HOW MUCH?

The next step is creating a brief for the existing agency, or an invitation to some others for a pitch. Here we see the “mail forward management”, equally well known to employees in marketing departments of brands, as well as account managers at agencies.

And there you have it.

An email with the RFP arrives (request for proposal).

It’s mainly a wish list in the lines of: “We would like to be this and that, and we want to increase brand visibility”, with the mandatory element: THE DEADLINE.

And the deadline is usually: If possible, tomorrow! I mean, that’s peanuts for you.

Regardless of the fact that a serious response to an RFP demands at least three weeks, with engagement of all internal and external grey cells, those who created the request think you can squeeze it all into 86400 seconds. Hey man, that’s huuuuuge for them.

And the best analogy for this would be: You enter a fast food joint, and ask to be served slow food dishes.

And of course, agencies decode such an RFP something along these lines: Since they think they are in a fast food joint, and expect slow food dishes in five minutes, and at that they would like that it’s a house specialty that will win best taste awards, let’s make them believe that our burger with a couple of extras is so tasty that it’s proper slow food – finger-licking good for the budget they have”.

What follows next is a hectic race through the creative kitchen of the agency, packing burger with soy, onions and some well-done meat into an incredibly tast pastry, with a couple of extra seasonings that will delight the customer.

Every creative proposal that is even remotely different and more meaningful is greeted at knife point: “They won’t understand that. That’s already seen. We already tried something similar, It’s complicated. There is no money for that. Who will do that.” And all the other excuses that serve to direct all solutions towards delivery of a fast food snack at a price of a slow food house specialty.

Of course, guest chefs are sought, to perform solely for the glory, or to be thankful for even having a chance to demonstrate their creative culinary prowess. Mistake No. 1.

Let’s be clear.

A freelance creative can think of it this way:

Next time you want to invite me to participate in a kitchen set up like this, the following rules apply:

  1. a) When you call me to participate in a PITCH, my client is your agency, not the brand or the company that issued the RFP.
  2. b) When I offer your agency my menu, for a client of yours, then we perform together, and share the success.

Now we can move on.

And then there’s the packing of the presentation and work in Power Point. That’s a special story when it comes to pitches. We can only imagine how much time the various pitches devoured with pure creating of presentations. Probably more than locusts. (There is a research that says ppt is effective in only 4% of business situations.)

But ppt is a part of the fast food cuisine and its main role is to present the dish as a slow food specialty. That’s why so much time is devoted to it, I guess.

The hungrier the contractor is, the easier it is to sell them fast food as slow food.

And the market is hungry, but it knows very well what fast food is and what slow food is.

This circular process in which those who are “hungry” for fast solutions are sending RFPs to agency of record or other agencies on a daily level, and where agencies are getting more creative at packing fast food dishes for the price of slow food specialties, would not be so problematic if certain ground rules were introduced, and, of course, if these rules were respected.

Ie. PAY THE PITCH.

If PITCH was paid, and if RFPs were carefully written, and if the agencies were chosen and valued by their work, there wouldn’t be so many hungry people in the market, nor would the market itself be hungry.

Because creativity would come to the fore. Real specialties by different houses would be created and served.

Of course, if Gordon Ramsay was to come into your kitchen, he would have a thing or two to say, right?

For example, in his recognizable style you might hear something like: How much longer are you going to keep up with this Pitchwise???

So how do we avoid this PITCHwise collectively?

What I would suggest is the introduction of three spices and their meanings:

Introduce a Creative P.I.T.C.H. A true spice, that stands for:

P: people, purpose, popularity, participation

I: idea, innovation, implement, inspiration, identity

T: trend management, technology, thinking, timing

C: client ROI management, customer responsibility management, communication, community, content, creative

H: humanity, how to do, happy team & happy thinking

Also, when preparing a real slow food specialty, it is only befitting to have a quality RFP or brief:

Document without which there can be no production of ideas that transform. We either get the brief, or we co-create it with the potential client. We simply, define a common goal.

B/business model, R/responsibility, I/ideas & implementation, E/empathy &empower, F/finance & focus

And you season it all with the D.O.I.T. answers:

D: define challenge

O: Open Mind/ Creative REthinking/

I: Idea with implementation code

T: trend, time, technology, transformation

Of course, making dishes with all these spices takes time.

How much time would it take you to create a slow food house special – but really a specialty – and to tell the market that there’s no fast food on your menu?

Tags: Pitch
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