Other Useful Reading
Robin Wight, one of the industry’s most formidable and passionate pitchers will be interviewed by Campaign Editor Claire Beale, at next week’s IPA Pitching Legends event, on 23rd May.
The New Business Pitch Pack has evolved out of the ‘Finding an Agency’ industry best practice guidelines developed by the IPA, MCCA, ISBA, DMA and PRCA.
An opportunity to hear anecdotes and cautionary tales from Robin Wight, one of the industry's most formidable and passionate pitchers as he is interviewed by Claire Beale, Editor of Campaign. This is the first in a series of events by the IPA New Business and Marketing Group.
The IPA New Business and Marketing group have worked together with ISBA to establish 6 pitch principles that are designed to help both clients and agencies with the pitch process.
In consultation with industry bodies such as DMA, ISBA, MAA (formerly MCCA) and PRCA, the IPA has produced a series of guides outlining best practice in key areas such as communication strategy, remuneration and choosing an agency.
IPA New Business Committee
When it comes to pitching, what do clients expect from agencies and what do agencies expect from clients? This was the subject of the IPA’s recent Client-Agency Swap Shop event, where three of the UK’s top marketers posed as agency executives, whilst two of the UK’s top agency CEOs posed as clients.
For the first time, clients and agencies have come together to create a new global portal for information and sharing of practices on agency pitches called www.thegoodpitch.com.
Laura Holme, Marketing Director, Draftfcb and Member, IPA New Business and Marketing Group, analyses alternative practices of pitching, and of building client relationships, in order to stand out and concludes that to win, the key is to focus on a client's emotional state rather than rational need.
Clients and agencies have rewritten the successful 2004 'Briefing an Agency' guide, to help improve client briefing of communications campaigns across all channels.
This guide aims to help anyone involved in briefing any type of communications agency on how to do it better. It explains the principles of any good brief, the reasons why a written brief is important but not sufficient, the role of the briefing meeting, and provides guidance on written briefing forms.
An article published in today’s Marketing magazine ‘Fair play on the pitch’ (p12-13, 23rd March), discusses the six principles that the IPA and ISBA have proposed clients and agencies should adhere to in the pitch process.
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Get the tools to excel in new business with the IPA New Business Group’s annual 2-day course. Receive tutorials from leading new business practitioners and key industry figures. Read more about the course and find out how to book here.
The IPA provides its members with a huge range of valuable services, benefits and resources. This three minute video summarises what the IPA is and how we can help you do your job more professionally and successfully.
The IPA has witnessed a reduced number of agency reviews and continuing client compliance with best practice.
The function of the IPA New Business and Marketing Group is to discuss and act upon those issues facing IPA members working in new business.
In Marketing magazine today (30th November 2010) clients and agencies have discussed how to start the process of ‘reforming’ pitching to save time and money, as a result of attending a recent IPA/ISBA roundtable discussion on the subject. The article (Brands aim for perfect pitch page 18) discusses the outcome of this: a set of best practice guidelines for the industry to sign up to, and available from next March, which will include a pre-pitch agreement to be authored and signed by all parties.
In Marketing magazine today (30th November 2010) clients and agencies have discussed how to start the process of ‘reforming’ pitching to save time and money, as a result of attending a recent IPA/ISBA roundtable discussion on the subject. The article (Brands aim for perfect pitch page 18) discusses the outcome of this: a set of best practice guidelines for the industry to sign up to, and available from next March, which will include a pre-pitch agreement to be authored and signed by all parties.
The following publications have been suggested as background reading material for those working in New Business.
Is it impossible to create a win-win-win relationship between agencies, clients and procurement? Click on the video screen to hear the views of some senior agency, client and procurement figures. For further details of this New Business Group event, click on the link under Related Content at the foot of the page.
The pitching process is high on the agenda of the IPA New Business Group.
New business. Probably one of the most misunderstood roles in the agency world. Marketing… PR… cold calling…getting on pitch-lists…pitching… what does it really involve? 'New business: A guide to life on the frontline', published by the IPA New Business Group explores this in detail, setting out what the role entails, and giving top tips for success.
A shortened 12-page version of the Client Brief best practice guide. Produced by the four main agency and client trade bodies (IPA, ISBA, MCCA and PRCA), The Client Brief covers three main areas:
Why write a brief.
The principles behind a good brief.
What a good brief should contain.
These new guidelines come as a result of research undertaken by the industry in March 2003 which showed that the current briefing process is far from satisfactory with clients sometimes using the creative process to clarify their strategy or relying on their agency to write it.
IPA President Rory Sutherland hosted a drinks reception at 44 Belgrave Square for the senior management of 20 prospective new members covering the search, digital, direct marketing and creative sectors.
A non disclosure legal agreement that imposes a mutual obligation on the parties not to disclose information to any third party. This contract is provided as a Word document for editing.
The full version of the best practice guide Finding an Agency, which has been produced by the IPA in collaboration with CIPS, ISBA, MCCA and PRCA.
The RFI template, which has been designed for any type of communications agency pitch, creates a standard starting point which can be easily used by clients as part of their pitch process and which can be quick and easy to complete by the agency community
The five key trade bodies for the advertising, marketing, public relations and procurement industries - CIPS, IPA, ISBA, MCCA and PRCA - have collaborated to revise and update this best practice guide, which is designed to aid the agency selection process.
Presentation given by Camilla Tappin on the role of new business at the Great New Business course, held in March 2006
Books available from Amazon on New Business:'Winning New Business in the Professional Services Sector' by Michael Roe; 'Perfect Pitch: The Art of Selling Ideas and Winning New Business' by Jon Steel; 'Using and Choosing an Advertising Agency, An Insider's View' by John Ward; 'Working with Agencies, An Insider's Guide' by Michael Sims; 'Pitching To Win: The Art of Winning New Business' by David Kean; 'The 80 Minute MBA' by Richard H. Thaler
The full-length version of The Client Brief best practice guide. Produced by the four main agency and client trade bodies (IPA, ISBA, MCCA and PRCA), The Client Brief covers three main areas:
Why write a brief.
The principles behind a good brief.
What a good brief should contain.
These new guidelines come as a result of research undertaken by the industry in March 2003 which showed that the current briefing process is far from satisfactory with clients sometimes using the creative process to clarify their strategy or relying on their agency to write it.
The importance of assessing your liabilities and protecting your rights and valuable time on pitches. Part of the New Business Pitch Pack.
The forms below have been developed to help agencies get constructive feedback on how they performed during a pitch.
A collection of documents and presentations designed to aid new business activities.
This questionnaire contains key questions for an agency to send to a client send before pitching. This document will enable an agency to carry out the pitch process as efficiently as possible. It will also indicate to the client an intention to follow best practice.
This evaluation document has been developed to help agencies get constructive feedback on how they performed during a pitch. The format, endorsed by ISBA, MCCA and the PRCA, has been designed to be relevant specifically to media agencies.
This evaluation document has been developed to help agencies get constructive feedback on how they performed during a pitch. The format, endorsed by ISBA, MCCA and the PRCA, has been designed to be relevant specifically to creative agencies.
Published by the IPA New Business Group in November 2005, 'Life is a Pitch' gives seven perspectives on the role of new business. Chapters cover the role of new business, friends of new business, marketing, new business approaches, credentials, pitches and budgets and are written by practitioners already at the top of their game: Allan Dutton, Kate Cowan, Judy Mitchem, Victoria Worrall, Mike Nolan, Kathleen Saxton, Sandra Collins and Marcus Brown.
Marcus Brown's presention from the introduction of the Great New Business Course, held in March 2006
Presentation given by Hamish Pringle in Feb 2003 on how the New Business Group can contribute to the IPA's long-term goal, ultimately leading to greater remuneration for agencies and their staff.
Presentation given by Neil Christie at the launch of the IPA New Business Group on Tuesday 18th Feb 2003.
Presentation given by Martin Jones of AAR at 'these4walls' conference on 7th Oct 2002. He looks at the new business pitch process from the perspective of an agency search and selection specialist.
Presentation given by Peter Knowland at 'these4walls' new business conference on 7th Oct 2002. Peter offers advice on the pitching process from an agency perspective.
David Pullan, from Channel 5, gives his views on the pitch process from a client perspective. This new business presentation was originally given at 'these4walls' conference on 7th Oct 2002
Presentation on the do's and don'ts of new business, given by Andrew Marsden of Britvic at the 44 Club on Monday 9th Sept. The presentation looks at the anatomy of a pitch, including why clients go to pitch; how they go about it and how the pich brief is constructed.
Presentation given at the Great New Business Course in March 2006 outlining budget management, including how much to spend on a pitch and the rules of pitch budget allocation.
Presentation on the credentials meeting given at the Great New Business course, held March 2006.
Presentation on how consultants, journalists, clients and even your own agency can be friends to the new business person. Part of the Great New Business course, held March 2006.
From M&M Europe April 2003, this is a client's view on the do's and don'ts of pitching written by Angus McIntosh