The art of saying 'No' when it comes to absurd pitch requirements

I was reminded recently that it’s been four years since I’ve joined FCB, three since becoming its CEO and two years after leading the local buy-out to turn the agency into a 100% Malaysian owned challenger shop.

Throughout this time there’s been one persistent conversation that keeps coming up time after time: Frustration with absurd pitch requirements. From being a win-win process of finding worthwhile long-lasting partnerships to a contest of who kneels faster, lower and cheaper. We all know this shouldn’t be the way of it but unfortunately at some time or the other, we’ve been party to allowing this to happen.

But in the new Malaysia (and yes it’s still new) where we are allowed to have a differing point of view and to also push back on how things are usually done, it’s indeed the best time for us to correct our course before we are permanently relegated to the ranks of "supplier". As the agency, the ball is in our court.

Ultimately it comes down to better decision making. What to go after, what terms to accept and where to draw the line At FCB, we pitch a lot and the vast majority of pitches we take on are in fact sensible, well planned out processes that end up being a thoroughly enjoyable experience for both parties. It helps that at every point, there’s a methodology we use to guide our new business conversations.

1. It’s a marathon not a sprint

Yes, we are in the business of making a profit but does the pursuit of it have to erode the principle goal of creating a sustainable business? Is winning this piece of new business the end goal or is it part of a bigger growth plan?

Everyone likes a big flashy win but if it only lasts a year, is it really worth the effort? Stop thinking like a mercenary.

Start thinking about what type of clients should your agency be focusing on for the long term. FCB focuses on challenger clients that look for to grow with them and develop awesome legacy making creative work. We even have a formula that we use to decide which client fits the mould.

2. Do your homework

Why walk into a minefield willingly? The first step should be to assess if the new business opportunity is even viable, from a financial and enduring relationship perspective. It’s not hard to do some fact finding on how the client company operates and type of culture you’ll may end up working with.

Whilst you’re at it, do some background checks on your client counterpart.

They say that everyone knows everyone in Malaysian ad world, it’s also the same for the client-side marketers. It’s a small industry and human interactions are a massive part of it.

Talk to your peers, get a sense of how the client operates and how they work with agencies. Find out if that mega budget, potentially award-winning pitch brief they dangled is exactly that or is it just a spruced up POSM brief involving 20 agencies.

3. Trial the client

You’ve done your homework but are still 50-50? Take on a small project to start. Lots of agencies frown on project-based work. We love it. It’s a great way to see if the brand and client are aligned with your agency values before you begin that time consuming, mandatory pitch process.

If you’re already at loggerheads over those banner ads, odds are it will be World War III when it comes to that TVC.

4. It’s about the chemistry

If there’s no opportunity for trial before the pitch, you can still test the chemistry by asking certain questions and making specific request to determine if it will be a mutually respectful partnership. Obviously, these have to be sensible ones that add value to a potential relationship and demonstrate that the agency has substance and not just mouthing off.

Since the usual frustrations center on time and the amount of pitch deliverables, push back on those and see how the clients take it. The good ones will always allow a bit of flex. At FCB we have a deal breaker question we always ask and how its responded to gives us a clear indicator of how the relationship will be.

5. It’s your ship and you’re the captain

Regardless of whether you’re an indie shop or a network outpost, it’s your boots that’s on the ground and that ultimately makes it your right to make the final call.

Yes, it’s difficult to turn down an opportunity especially if you’re struggling to hit those numbers. We’ve all been there. But taking on that dodgy pitch will only compound those problems.

Going in as the longshot is already tough enough but the moral hit when you lose and realize that you were only making up the numbers is terminal. So, when the time comes, make that call already. You’ll find that saying "No" more often is the best way to build your agency’s reputation and long-term business prospects.

The writer is Shaun Tay, co-owner and CEO at FCB KL.