ED’s LETTER. Pitching: An under-fire and unloved process

Nobody likes to pitch. The simple truth is that it’s a nightmare for both the incumbent and the other agencies duking it out, and often for the client as well.
Agencies pour their heart and soul into pitches, as well as a ton of money and manpower, and usually for no reward. Clients have the tough choice of picking a winner, which is not as straightforward as it seems, as the artificial pitch setting can actually disguise or disfigure an agency’s weaknesses and strengths.
It’s a process where usually not much is gained, and often it ends in tears.

This issue in Marketing we cast our eyes over the pitch process in Singapore and pose the question that’s many people’s lips, should pitch fees be introduced?

To many individuals we spoke to, the answer is a straightforward, yes. Pitch fees would help regulate what has become a dodgy process in this country, where no-one involved comes out happy or satisfied.
Others say the idea of mandatory pitch fees is unrealistic, and is simply "pie-in-the-sky" stuff. No client in Singapore would put up the cash, so why bother asking for it.
Others still say agencies are part of the problem as well. A lack of self-discipline from agencies and their lack of pricing power is holding up possible improvement of the pitching experience.
Even more claim it is the advertisers that are chiefly to blame, as clients see pitches as a free-for-all where they call the shots and ideas are to be taken free of charge as their virtual right.

Clouding things a little is Singapore’s neighbour Malaysia, which for the past few years has had a system of mandatory pitch fees introduced and overseen by the Malaysian 4As. While that system is not entirely free from criticism, it has managed to place some professionalism and regulation back into the pitch process north of the border.

But is Singapore ready for such a move, and would clients ultimately back it?

That answer is far from clear but one thing is for sure: If pitches in Singapore are cleaned up, the big winner in all of it will be the standard of work. And when it comes down to it, that’s what the industry should be all about.

Enjoy the issue.