The new guidance document issued today has been produced by the IPA following concerns by its members regarding the proliferation of e-auctions in pitching and the apparent lack of communication and clarity from advertisers employing e-sourcing techniques. It is intended that the guidance, entitled Applying Pitch Principles, Procurement-led Pitches and E-Auctions will encourage best practice between clients and agencies in light of these concerns.
It advises that if to submit input, procurement should be involved at the earliest opportunity to ensure it has ‘full comprehension of the pitch process and the scope of work being pitched for’. On the appropriatcy of an e-auction, It warns that “an e-auction is not capable of adequately replacing this dialogue or the relative value of the offerings.”
In addition to following this latest guidance, the IPA is also reminding clients and agencies to follow the established IPA/ISBA 6 Pitch Principles which include: Openness & Transparency; Respect; Bravery; Access & Navigation; Timing; and the Power of Collective Action.
Says Cormac Loughran, co-chairman, IPA New Business Group and chief marketing officer, Aegis Media: “With the ever-increasing competition and expense involved, it’s absolutely crucial that both clients and agencies recognise the new world of pitching. It’s incumbent upon clients to create a clear pitch process, with no surprises, and incumbent upon agencies to enter these processes fully aware of the people and financial investment required to successfully reach the finish line. The IPA and ISBA’s Good Pitch initiative is committed to making this a reality.”
Says Katie Lee, co-chairman, IPA New Business Group and group marketing director, Leo Burnett: “With an ever-increasing level of resource invested in pitching, agencies need to have complete clarity on all aspects of the pitch process from the outset. There have been recent examples where the role of procurement in the pitch process has not been made clear up-front. We have therefore aimed to set out the different roles that procurement can play in the pitch process and how this should impact on the type of pitch undertaken.”
Further advice is available in the joint industry best practice guide Finding an Agency produced by the IPA, ISBA and CIPS, on the IPA New Business Pitch Pack, and on industry microsite theGoodPitch.