Agency Brief: How to make the media pitch less of a … bummer
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I hear it all the time: Media pitches these days, many believe, are the opposite of fun. Actually, I hear a lot of colorful language when it comes to this process, but I’ll spare your delicate eyeballs.
ID Comms and the 4A’s took a look at the process in the U.S. and did some qualitative and quantitative research with media agency leaders to find the pain points of media pitches in a bid to make them better. ID Comms is a media consulting company that runs agency pitches, media audits and offers cost tracking, digital media consulting and other services. It recently opened up shop in New York.
The research, released this week, indicates that U.S. advertisers aren’t getting the best responses from potential media agency partners for a litany of reasons, ranging from lack of transparency about the selection process to not specifically defining what they are looking for. The most important factor media agency executives consider in prioritizing pitches and determining how much time and money they invest is the clarity on an advertiser’s pitch process, from evaluation criteria to the ultimate decisionmakers, the report says.
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