The new pitch process: shorter, faster, better
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When Domino’s went looking for a new Hispanic agency, its executives demanded certain agency employees be present at pitch meetingsand not just the top dogs. “We said multiple times, ‘I don’t care how junior they are. If they’re working on my business, I want to meet them,'” says Karen Kaiser, VP of national advertising at the pizza chain before retiring in February.
Domino’s didn’t want to fall for the all-too-common bait and switch where “you get all the senior people and all the most polished people and all the smartest people in the roomand then, poof, all those people disappear and you don’t see them again,” says Kaiser, who helped oversee the process that led to the selection of The Community in January.
Such demands are among the many forces reshaping the agency selection process, where longstanding traditions are under new pressure. Pragmatic conversations are replacing flashy presentations as the best way for agencies to win new business. And speed, more than showmanship, is of the essence as marketers demand constant content and award more assignments on a project basis.
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