Monthly advice column for people who pitch.
Dear PitchSmarter: At my old agency, everyone in creative and anybody free in account services worked on every New Business pitch. But now my new agency just has a small team working on it. Which is best? Madison Avenue Madelyn Dear Mad Maddie: Some ad execs think you get a broader range of thinking...
Dear PitchSmarter: We’re developing spec creative for a new business pitch, and some of the team want to test it with its intended audience. Others aren’t so sure. What do you recommend? Feeling Testy in Trenton Dear Testy: Many agencies insist that exposing creative concepts to audience feedback is a key part of their...
Dear PitchSmarter: a client wants me to ‘risk-share’ with him: if our recommended campaign boosts his sales revenue, we get paid, if not, no $$$s. Sounds dicey to me. What’s up with this? Lottie Lotto, New York. Dear Lottie: Do these same clients pay their health clubs only if they lose weight? Their police...
Dear PitchSmarter: I’m dying to know whom we’re pitching against, but I can’t get the client to spill the beans. Any suggestions? —Private Eye Dear Private: Many clients won’t disclose your competition outright, even though it can help you strategize your pitch when you know the strengths and weakness of your opposition. But clients...
Dear PitchSmarter: We presented one of our agency’s best case studies to a client—then they told us another agency had just presented them the same case! How do we protect our reputation, and our work? Red-faced and Furious Dear Red: Somebody once said success has a thousand parents, but failure is always an orphan....
Dear PitchSmarter: Help! A potential client sent a Request For Proposal (RFP) asking me to list every darn client we’ve worked with for three years running, AND how much they spent! That info seems very private. How much should I tell them? Feeling Naked In New Jersey Dear Naked: Ask a law firm for...
