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ADVERTISING

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PHOTOS: ISTOCKPHOTO, SUPPLIED
Clients opt for the creative pitch because they know there are ad agencies willing to do it. A scene
from Mad Men, the TV series set in the advertising world of the 1960s

are looking to make the lowest risk ? You have to discover if there is
decision. And numbers aside, that It’s the people who any chemistry between you. And it’s
is an emotional decision. build rapport and chemistry which fuels creativity. The
establish credibility wonderful (and sadly recently departed)
Please do not be confused here. British advertising legend, David Abbott,
B2B decisions are fundamentally made Ask any client why they would take said: “Put yourself into your work.
emotionally. The client is thinking: “what a piece of business away from their Use your life to animate your copy. If
will this appointment say about me to agency. My bet is the answer, most of something moves you, chances are
my colleagues and my management?” the time, is because of people. People it will touch someone else too”.
The client is concerned with things like who leave, got moved off the account,
loss of credibility, budget blow-outs or lose their drive and passion. Ads Why not select your agency the
or even losing their jobs. They want are not created by robots (yet); they’re same way you would select new senior
to be seen to be doing good for their created by people. management? Agency selection is like
company, being admired and having an executive recruitment job for your
a feeling of accomplishment. When a client is looking for a new business. You want people at your new
agency, what they’re really looking for agency who are going to nail it with
And the big, winning pitch creative is new people who can demonstrate your management or board. Who get
idea can do that, right? Wrong. I know that they ‘get’ them, their business you and demonstrate they could be
it and you know it. We all know it and and their brand. passionate about your business. You
yet we still conduct this masquerade want people with whom you have
with embarrassing regularity in the some chemistry.
pitch bubble.

38 strategicmarketing August–September 2016