Executives at the agency advocate for a more tactical approach to business presentations.
Hey there! Let's chat about a fascinating transformation happening in the advertising world. Darla Price, the president of Ogilvy New York, is spearheading a change in the pitch process. Instead of evaluating ideas in isolation, she wants to focus on long-term collaborations and strategic problem-solving abilities.
She posed this thought-provoking question to a group of agency execs, "Wouldn't it be interesting if pitches evolved to not be about creative work?"
Price believes that pitches should be about the chemistry between agencies, the way they partner, and how they tackle the toughest strategic challenges. She even dreamt aloud about all agencies uniting and setting a new standard for pitching, but she admitted this might not happen in her lifetime.
On October 17, The 4A's hosted leadership from six agencies - Ogilvy, Giant Spoon, Fig, Wavemaker North America, Joan Creative, and Allen & Gerritsen. They gathered to dissect the highly contentious pitch process, discuss talent retention strategies, and navigate the ongoing challenges of managing internal and external expectations.
Now, let's dive deeper into the evolution of this advertising pitch process.
In the past, brands and agencies mainly focused on creating one-off campaigns and showcasing creative work. However, times are changing, and the emphasis is shifting towards building long-term, meaningful relationships that foster ongoing collaboration, trust, consistency, and cumulative value.
Consistency over time is crucial for building credibility with audiences, ensuring sustained engagement, and maintaining loyalty, according to influencers and creators. Marketing agencies and brands are now forging strategic partnerships that pool resources and client bases, reducing volatility and boosting reach.
Moreover, the focus is not just on creative output anymore. Agencies and brands are evaluating potential partners based on shared values, communication styles, and working processes, fostering an environment of trust and smooth collaboration. The aim is to establish a foundation for long-term partnership success, ensuring predictable growth even in fluctuating market conditions.
In essence, the advertising pitch process is moving away from judging agencies based solely on the strength of their creative work. Instead, it's evolving to assess their long-term partnership potential and cultural and operational compatibility, helping to build lasting collaborations that drive deeper audience trust, consistent results, and business resilience. This shift reflects a growing industry trend towards collaboration models that prioritize enduring value creation over one-time creative wins.
Darla Price, the president of Ogilvy New York, extended the discussion on the evolving advertising pitch process by suggesting that pitches should be less about showcasing creative work and more about fostering long-term partnerships. During the discussion hosted by The 4A's on October 17, marketing agencies and brands agreed that consistency, shared values, and operational compatibility are vital in building trust and ensuring smooth collaboration for long-term partnership success, rather than judging agencies solely based on the strength of their creative work.
