Focus on competitive differences rather than pitch order
Over the years we have noticed that agencies have a tendency to focus on what their competitors might or might not be saying during a pitch as opposed to remaining focused on their own work. We believe that agencies should curb any tendency to make comments about other agencies to client as such comments may be inappropriate and therefore not appreciated by the client.
We recommend that agencies should rather focus on their own thoughts regarding their key competitive differentiators as it is those factors which will set them apart and give them a winning edge in a pitch situation.
Here are a few pointers that will help agencies to communicate their competitive edge.
In our view, focusing on the agency's competitive edge is far more beneficial to an agency that worrying about which position they may be placed in the pitch order. Clients do not forget excellence no matter how complex a pitch process may be.
About Johanna McDowell
MD of the Independent Agency Search and Selection Company (IAS), and partner in Scopen Africa, with a background that includes being on both the agency and the client side of the fence, Johanna McDowell is well-placed to offer commentary on marketing and advertising in the South African and international contexts. She built her career in marketing and advertising since 1974, holding directorship in both SA and British advertising agencies. She was MD of Grey Phillips Advertising in 1988.
