Mother unveils initiative to limit 'relentless pitching merry-go-round'

Independent creative company Mother is launching Pitch It Forward, an initiative aimed at limiting the relentless pitching merry-go-round and instead investing its potential profit in creative projects that support its purpose: to Make Our Children Proud. Pitch It Forward promises to donate Mother's first-year profits from all new retained clients that eschew a full creative pitch and choose to appoint Mother after a chemistry meeting. Pitch It Forward money will be donated to not-for-profit organisations that help inspire future generations with the power of creativity.

The initiative is born from Mother's newly launched mission to Make Our Children Proud, which uses the agency's independence to challenge conventional business practices and to make bold decisions that benefit future generations. Pitch it Forward will use all of Mother’s profit from the first year of retained fees with a new client and redirect them towards programmes, delivered by not-for-profits, which encourage and inspire young people with the potency of creativity, hopefully opening their imagination to a future creative career.

According to Mother, clients will save on the time invested in a creative pitch; Mother will save time and money; everyone involved will be able to redirect their energies into more productive creative pursuits. Mother hopes that other agencies will consider and adopt the Pitch It Forward principles. Pitch It Forward will be available to clients working with the Mother Family in London, New York, Los Angeles, Shanghai and Singapore. Its spokesperson also told MARKETING-INTERACTIVE that the team will be talking to clients about it when they approach Mother to pitch for their businesses and also hope that other agencies adopt the same principles.

Eunice Tan (pictured left), partner at The Secret Little Agency (TSLA), said: “The gesture to Pitch it Forward presents our potential clients with a statement of our family values from the get go – turning the wasteful use of resources into a positive contribution for the future. Not all clients need or want to run a pitch, we’re hoping the principles of Pitch It Forward are rapidly adopted to bring about a shift in what is considered normal." Based in Singapore, TSLA struck a global strategic partnership with Mother in 2017.

Winson (pictured right) and Wanshi (pictured centre), partners and ECDs at Mother Shanghai, said that a strong relationship is the foundation of any successful partnership in life. "The same goes for any successful relationship in our industry, with shared values and ambition. Our independence gives us the option to do something good for the next generation while continuing to do the best work at Mother. With Pitch it Forward, we believe it represents a progressive approach to serving everyone's interests and contributing to the future of creativity," they said.

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