Having sat on both sides of the agency pitch process and negotiation over the last 27 years, I was excited to share some perspective with Lindsay Rittenhouse at Ad Age in her recent article about whether process has overwhelmed creativity in recent pitch processes -- inspired by a pointed op-ed column by M.T. Fletcher.
IMHO, I think the most important thing is to really shape the pitching process to get to the key capability and outcome priorities that are the most valuable to your brand or business. Partner with your pitch consultants and/or procurement colleagues to take advantage of their expertise and experience, but TAKE CONTROL over making sure you and the marketing team are getting to evaluate the things you really care about - particularly some of the more squishy and qualitative aspects that build long-term success as much as or more than any hard deal points on costs, CPMs, metrics, etc.
https://lnkd.in/gENBbp3a