Pitching and Briefing

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Pitching and Briefing Best Practise Guidelines
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• C A A N Z
• An industry association (formerly the AAA)
  representing advertising, media, direct,
  interactive and PR agencies
• 55 members representing about 80 of agency
  billings
• Elected Board - Media, Education, Independents
  and Finance Committees
• Revenue from subs, education and awards
  programmes
• Non-profit organisation

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CAANZ Best Practise Guidelines

• Two Types of Pitches
• Reviews
• New Business

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Reviews - Changing Agencies Questions you should
ask yourself Have your own people given your
agency a fair and reasonable chance to perform?
Have you set realistic deadlines? Have you
given proper briefs? Are you using your agency
as a scapegoat for internal issues? Have you
been upfront with your agency about the reasons
for change?
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Establish the pitch ground rules up front Who
will make the decision you or a committee?
Decide by what criteria the decision will be
made Draw up a checklist and allocate points
for each agency - enthusiasm, experience,
personnel, understanding of strategy and good
ideas 
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• A Check-list of Questions
• Clarify potential conflicts of interest
• Determine whether they want the business
  dont assume
• Be honest about your budget
• The duration of the agencys appointment
• Give an honest and measurable picture of your
  expectations

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The Three Stage Pitch Process

• Credentials
• The Strategy Pitch
• The Creative Pitch

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• Stage One Credentials
• Agency Profiles
• Where will your account rank in the agencys
  portfolio?
• Who will service your account?
• What kind of deadlines do you expect the agency
  to work to?
• What is the agencies charging structure media
  and production commissions, creative development?
• Why do you think the agency should be appointed?

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• Stage Two The Strategy Pitch
• Understanding the Business
• Short-list only 3 to 4 agencies
• Objective is to determine which agency best
  understands your business
• Be upfront about your marketing strategy even
  highly confidential information
• If youre still not sure go to a creative pitch

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• Stage Three Creative Pitch
• The Execution
• Very expensive process for agencies
• Only invite a creative pitch if you would be
  ultimately happy to appoint all on the short-list
• Allocate a budget if you want a creative pitch
• Make sure the agencies know how much money you
  have for the campaign

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• Appointment The Easier Part
• Put in place remuneration agreement terms of
  payment and notice
• Pre-determine announcement procedure
• Examples of standard contracts and full Pitch
  and Briefing guidelines available from CAANZ.
• Contact me at mark_at_caanz.co.nz or visit our site
  www.caanz.co.nz

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Current Issues

• On-going account review processes generally sound
• New business and one-offs problematic
• Lack of forethought about requirements
• GETS little or no information about what sort
  of agency is required
• Changes of focus mid-stream
• Tight/counterproductive time frames