IAPI has launched new guidelines covering the often thorny issue of pitching for new accounts.
The new guidelines form part of an attempt by IAPI to rein in the costs of pitching and formalize procedures and processes that it hopes clients in both the private and public sector will adhere to.
According to IAPI, Irish ad agencies spent an estimated €10.6m pitching during 2012. These costs exclude third party costs like the production of storyboards, material costs and animatics. It is estimated that pitching for a major account can cost an agency anything up to €80,000 while for smaller accounts the costs can be as much as €20,000.
IAPI believes these costs are placing an “unsustainable burden”on agencies. “Current pitching practices are having a detrimental impact on the industry. The new guide makes the process more straightforward for all involved. It will benefit advertisers by allowing agencies to focus on the strategic challenges facing brands rather than on speculative creative work, most of which is never used in a campaign.”
The new guide, entitled “Finding the Right Agency” provides guidelines for anyone considering employing the services of an Irish advertising or media agency and includes recommendations on carrying out a successful pitch and writing a brief for agencies. It also offers practical templates of everything required to run a pitch, including sample contracts, non-disclosure agreements and score-sheets.
IAPI has been working on the new pitching guidelines for several months and a taskforce chaired by Orlaith Blaney of McCann Dublin was formed to come up the new recommendations. Others on the taskforce included Miriam Hughes, DDFH&B, Fergal Behan, Cawley Nea\TBWA; Ray Sheerin,Chemistry; Patrick Hickey, Rothco and Aidan Green of Mediavest.