Win or Lose, Agencies Need to Conduct Post-Mortem After New-Business Pitches
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You’ve invested blood, sweat and tears — not to mention tons of money — into trying to win a new piece of business, only to learn that you were beat out by a competitor. Groan.
Agency execs know all too well that the dreaded phone call when the client says “we’ve gone with another shop” is one of the worst moments an ad agency has to contend with. But it’s hardly where the new-business pitch process should end, said Laurie Coots, the former global CMO of TBWA and outgoing president of consultancy Disruption Works.
Taking time out to deconstruct the pitch after it has happened is critical, Ms. Coots said. It can help agencies learn from the patterns that emerge about your style of presenting, the strengths and weaknesses of your people, and ultimately it can make your agency better the next time around.
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