Why a Small Agency Lost Some Big Pitches
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It was a pitch, a room full of MBAs, acronyms and awkwardness. We were the small agency competing with two very big agencies. The other agencies had pre-existing relationships with this very large CPG company. The nice woman running the pitch was very clear that they were “open to working with a smaller agency.”
There is that moment of time in a pitch we all know well, when you grasp that you are a likely choice to be awarded the business. The CMO will ask a question that makes it sound like you’re already working together, or someone important will say something like “you really get us.”
There is also that moment during a pitch presentation when you know that you have missed the mark in a myriad of ways. You know your agency is wasting everyone’s time, and that moment was an hour into this meeting. As executive creative director — of a small or big agency — I felt like a dick.
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