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!DOCTYPE html>html langen-ca>  head>    meta charsetutf-8 />    title>Learn a smarter way to pitch for client and agency./title>    meta nameviewport contentwidthdevice-width,initial-scale1 />    link hrefstylesheets/main.css relstylesheet />    script srcscripts/main.js>/script>    meta prefixog: http://ogp.me/ns# propertyog:type contentwebsite />    meta      prefixog: http://ogp.me/ns#      propertyog:url      contenthttps://www.smarterpitch.com    />    meta      prefixog: http://ogp.me/ns#      propertyog:title      contentLearn a smarter way to pitch for client and agency.    />    meta      prefixog: http://ogp.me/ns#      propertyog:description      contentThere’s a smarter way to pitch. Visit SmarterPitch.com to learn the best practices around the RFP and pitch process for both clients and agencies alike.    />    meta      prefixog: http://ogp.me/ns#      propertyog:image      contenthttps://www.smarterpitch.com/images/smarterpitch-share.jpg    />    meta propertytwitter:card contentsummary />    meta propertytwitter:url contenthttps://www.smarterpitch.com />    meta      propertytwitter:title      contentLearn a smarter way to pitch for client and agency.    />    meta      propertytwitter:description      contentThere’s a smarter way to pitch. Visit SmarterPitch.com to learn the best practices around the RFP and pitch process for both clients and agencies alike.    />    meta      propertytwitter:image      contenthttps://www.smarterpitch.com/images/smarterpitch-share.jpg    />    link hrefimages/favicon.ico relicon />  /head>  body>    div classcontainer>      header classheader>        a          hrefhttps://www.youtube.com/embed/WB-KUB35_CM?enablejsapi1&modestbranding1&rel0          classvideo link-video          > /a        >        div classheading>          h1>It’s time for the traditional RFP to R.I.P./h1>        /div>      /header>      section classsection section-intro>        h2>Making room for a smarter way to pitch/h2>        p>          In 2015, we launched our          a target_blank hrefhttps://www.youtube.com/watch?vessNmNOrQto            >#SayNoToSpec video/a          >          and were blown away by the incredible response from virtually every          corner of our industry. It turns out many clients and agencies felt          the same as we did about the spec creative requirement in new business          pitches. A column our founder wrote entitled          a            hrefhttps://artplusmarketing.com/time-for-us-all-to-ditch-spec-creative-pitches-5128dea51d2a            target_blank            >“Time for Us All to Ditch Spec Creative”/a          >          also sparked further attention and debate at the time.        /p>        p>          We think the industry is better for the dialogue and we want to keep          the conversation going.        /p>        p>          But we want to now extend the conversation to the entire pitch process          and how it can be better for both agency and client. While we hope our          a            hrefhttps://www.youtube.com/embed/WB-KUB35_CM?enablejsapi1&modestbranding1&rel0            classlink-video            >World’s Worst RFP video/a          >          made you laugh, everything in it is based on some pitch truth we have          seen since we launched the agency in 2008. We believe our industry can          do better for clients and agencies.        /p>        p>          Below, we’ve created a list of ways we think that clients, agencies          and, yes, even consultants, can improve the pitch process. But this is          just the start. So please share your tips, advice and comments using          #smarterpitch, as we hope this will be a living and ever-evolving          how-to guide for our entire industry.        /p>      /section>      section classsection section-step section-step-01>        div classsection-number> /div>        div classsection-content>          h2>We Are All Human/h2>          p>            Automation is the buzzword of the industry right now. And while it            enables marketers to harness and make sense of data, nothing makes a            great agency think twice about responding to a pitch than a            solicitation that starts: “To whom it may concern.” Agencies are not            made up of robots, and neither are the clients they work for. The            best client-agency relationships thrive on human interaction and            collaboration, not email missives between machines.          /p>          h3>Bottom line for the client:/h3>          p>            Personalize your invitation to the agency. Pick up the phone and            call them. Or send a personalized email. That will go a long way in            attracting great agencies. Just don’t let a robot do a human being’s            job.          /p>          h3>Bottom line for the agency:/h3>          p>            You can decide to respond to a robot. Or not. (We don’t.) But            remember this industry is all about human connection.          /p>        /div>      /section>      section classsection section-step section-step-02>        div classsection-number> /div>        div classsection-content>          h2>Know the End Game/h2>          p>            There are many reasons to run a pitch. You need social media            expertise. Stronger strategic talent. An agency with in-house            production capabilities. Or maybe a shop of a certain size. Once you            identify the “why” behind doing the pitch, you can figure out the            type of agencies you want to invite. As agencies, we also need to            identify our strengths and see if they align with what the client            needs.          /p>          h3>Bottom line for the client:/h3>          p>            Articulate what it is that you’re looking for in the relationship –            be it digital chops, a particular size of shop, or stronger account            service.          /p>          h3>Bottom line for the agency:/h3>          p>            Find out what it’s really going to take to win. For example, if they            are looking for a large agency with multiple offices to service            their business and you’re a small shop in one city, ask yourself if            you really have a shot.          /p>        /div>      /section>      section classsection section-step section-step-03>        div classsection-number> /div>        div classsection-content>          h2>Skip the Cattle Call/h2>          p>            In the World’s Worst RFP, we hear the client started the pitch with            25 shops – a number not so outlandish in our industry. But agencies            aren’t cattle. When a client invites everyone and their kitchen sink            to a pitch, it’s a clear signal to us that they have no idea what            they want from a potential partner. Not to mention, cattle calls set            everyone – including the client – up for a needlessly laborious,            drawn-out and expensive process.          /p>          h3>Bottom line for the client:/h3>          p>            It takes some work up front, but do your homework on the shops you            want to invite. Get help from a reputable agency search consultant            who can cull the field based on your needs. (See more on that,            below.) Get a sense of fit based on agencies’ responses to your            invitation and a short phone conversation with each. Keep your            initial list to no more than five to six agencies and two to three            for the shortlist.          /p>          h3>Bottom line for the agency:/h3>          p>            Point-blank, ask how many agencies are participating in the pitch.            If you need more than two hands to count ’em, that’s a red flag.            Next, ask how many agencies are expected to be shortlisted. Anything            more than three is, by definition, not short; red flags should be            popping up like crazy.          /p>        /div>      /section>      section classsection section-step section-step-04>        div classsection-number> /div>        div classsection-content>          h2>Hire an Expert/h2>          p>            Running a pitch is a big and important undertaking. It is            time-consuming and costly, especially if it leads to a mismatch            between the “winning” agency and client. Clients can mitigate the            risk of a wrong hire by using a search consultant but, like most            things in life, there are good ones and bad ones. If you know who            the good ones are, they can bring valuable industry knowledge and be            a great matchmaker because they have their finger on the pulse of            the agency landscape.          /p>          h3>Bottom line for the client:/h3>          p>            A good search consultant keeps up on our dynamic industry and all            the different players. Before hiring one, ask around, check their            references and track record, and find out if their approach to the            pitch process works for you.          /p>          h3>Bottom line for the agency:/h3>          p>            Be visible in the industry so you get on the pitch radar. And before            you engage in a pitch process that involves a search consultant,            know who they are, their credentials and, most importantly, their            industry reputation.          /p>        /div>      /section>      section classsection section-step section-step-05>        div classsection-number> /div>        div classsection-content>          h2>Look for a Relationship, Not a Transaction/h2>          p>            In hiring an agency, a client should be looking for a business            partner, not a transaction. That is why we suggest clients never ask            for – and agencies should never give – an estimate via email. This            leads to a price-driven, short-term relationship, which typically            fails to generate strong work. After all, how accurate can an agency            estimate be without a proper conversation with the client about the            scope of the project? Same goes for RFPs for pro-bono services.            Instead of a running a pitch for a free project, why not pick an            agency you admire, and simply approach them to see if they’re            interested in your cause. Once agencies are excited about a            potential partnership, they will be motivated to find a way to make            your budget work.          /p>          h3>Bottom line for the client:/h3>          p>            Firing off correspondence to agencies with a “request for estimate”            is bad form. You’ll get agencies who compete on price, rather than            the value they can bring to your organization.          /p>          h3>Bottom line for the agency:/h3>          p>            You don’t want to make price the main reason a client hires you. The            only thing you’ll end up winning is a race to the bottom.          /p>        /div>      /section>      section classsection section-step section-step-06>        div classsection-number> /div>        div classsection-content>          h2>Understand the Full Process/h2>          p>            The fictional client in the World’s Worst RFP set up an agency            selection process where the end decision came as a complete surprise            to the winner. They had actually only won the right to be part of a            pool of agencies pitching on work! (Yes, we’ve seen this happen            too.) Now, we understand that some government organizations run            pitches whereby a pool of agencies is selected, but everyone            participating knows in advance.          /p>          p>            A smart, well-run pitch process is transparent and has been thought            through from start to finish – with clear steps and clearly stated            rules of engagement. How can you participate in something without            knowing the ground rules?          /p>          h3>Bottom line for the client:/h3>          p>            Take the time to map out the process and expectations of            participating agencies at each step. Your participating agencies            should know what will happen, when it will happen and when a final            decision will be made. Ensure your process doesn’t keep delaying a            decision to a later date or is unclear whether there will be            creative or strategic spec work or not. If you keep springing new            pitch requirements at the last minute, agencies will pull out of the            process and it won’t do much for your brand’s reputation. Oh, and we            suggest you don’t run a pitch over the Christmas holidays. That            won’t reflect well on how your organization values its own people or            its partners.          /p>          h3>Bottom line for the agency:/h3>          p>            Know everything about the process before you commit to the pitch –            from the initial first meeting with the client to what will be            expected should your agency be shortlisted. Make sure you clearly            understand timelines and who the decision-makers are in the process.          /p>        /div>      /section>      section classsection section-step section-step-07>        div classsection-number> /div>        div classsection-content>          h2>#SayNoToSpec/h2>          p>            The World’s Worst RFP reveals four rounds of spec creative over six            gruelling months with two shops left standing. Again, not far from            the truth in many pitches today. But despite its prevalence, spec            work is a costly, fabricated process that doesn’t involve client            input and results in creative that isn’t really a true reflection of            the way the client and agency would work together. Not to mention,            it’s likely freelancers doing the spec work rather than the            full-timers who would actually end up on your business. Hiring an            agency based on spec creative, rather than who would be the best            long-term partner, often means clients end up repeating the process            a few years later, hoping this time the relationship lasts longer.          /p>          h3>Bottom line for the client:/h3>          p>            By asking for spec creative, it turns the search into a beauty            contest. Ultimately, that leads to a relationship that only goes            skin deep. If you really want to see creative work, give an agency            you admire a real live project, collaborate with them in the            creative development process and compensate them as though they were            already your partner. See how you would work together in the real            world.          /p>          h3>Bottom line for the agency:/h3>          p>            Spec creative is an expensive cycle of diverting resources from            existing clients to chase new business opportunities. It’s time to            #SayNoToSpec and let the amazing clients that hired you have your            agency’s full attention.          /p>        /div>      /section>      section classsection section-step section-step-08>        div classsection-number> /div>        div classsection-content>          h2>Level the Playing Field/h2>          p>            What happens when an agency presents spec creative in a pitch that            doesn’t ask for it? As the client, you might think: “Isn’t that            great! They are so keen.” But you’re still falling into the same            pitfalls above – allowing yourself to be dazzled by creative rather            than a logical evaluation of the potential partnership. You’ve also            now created an uneven playing field. Be sure agencies are competing            on equal terms – and the consequences for any agency that breaks            them are well-communicated.          /p>          h3>Bottom line for the client:/h3>          p>            Set ground rules – and stick to them. Make clear that creative spec            work will not be tolerated and any agency that produces it will be            disqualified from the pitch.          /p>          h3>Bottom line for the agency:/h3>          p>            Ask the client or search consultant questions about the pitch            process, and what happens to an agency that skirts the rules. You            have a right to ask good questions, and the client should want that            from a partner.          /p>        /div>      /section>      section classsection section-step section-step-09>        div classsection-number> /div>        div classsection-content>          h2>Get to Know Each Other/h2>          p>            A brand doesn’t ask their CMO to flesh out a marketing plan before            hiring her. But the brand interviews her, reviews her previous work            and checks references. It also evaluates the CMO for “fit”.            Similarly, the CMO doesn’t accept a job without knowing everything            she can about her potential employer. Clients and agencies should do            the same with each other. An exercise of rapid-fire questions            between client and agency can yield authentic interactions and give            a good idea of how you might fit together – the most important            criteria to a successful, long-lasting relationship.          /p>          h3>Bottom line for the client:/h3>          p>            You’ll spend a lot of time with the agency you hire. Get to know            them before you hire them. Do one-on-one interviews with the people            who will be the day-to-day agency team: the account person, the            strategic planner, the creative director, etc.          /p>          h3>Bottom line for the agency:/h3>          p>            Know what working with this client will mean for your agency and the            talent you have worked so hard to attract, train and retain.          /p>        /div>      /section>      section classsection section-step section-step-10>        div classsection-number> /div>        div classsection-content>          h2>Be Respectful/h2>          p>            Remember, what you say and do reflects on the brand you represent            and impacts your reputation in the industry. You’re a client who            can’t untether yourself from your phone during agency presentations?            Phones down! Or you’re an agency person who talks and talks about            your awesomeness without ever actually listening to the client? Be a            good listener and be respectful of each other.          /p>          h3>Bottom line for the client:/h3>          p>            Even if there is no spec work required, good agencies will still put            hundreds of hours into preparing themselves for a new business            opportunity. If you’re gracious and say thank you and mean it, you            will get 110% from the agency on the next assignment.          /p>          h3>Bottom line for the agency:/h3>          p>            Many clients put a lot of thought and effort into the pitch process.            Recognize that, be appreciative of their time and say thank you.          /p>        /div>      /section>      section classsection section-step section-step-11>        div classsection-number> /div>        div classsection-content>          h2>Avoid a Pitch Altogether/h2>          p>            Before you start looking for an agency, have you made every effort            to make it work with your current agency partner? Just like marriage            counselling, there are consultants out there who will conduct a            relationship evaluation to identify where the gaps are in the            agency-client relationship. Sometimes the relationship becomes            dysfunctional for reasons that could be fixed with a heart-to-heart            conversation and getting really candid with one another. Have that            conversation. And if it can’t be fixed, as the client, don’t invite            the incumbent agency to pitch. That’s not cool and just wastes            everyone’s time. Straightforwardness and honesty are the best            policy. If it’s at a state of no return, the other option for the            client is to identify an agency they admire and feel a sense of            “fit” with and give them a project. Many of our best relationships            have started this way.          /p>          h3>Bottom line for the client and agency:/h3>          p>            You both owe it to one another to have one more conversation as to            why the relationship might not be working. It can save a lot of time            and money – and create an even better working relationship – if you            can find a way to avoid running an agency pitch. Sometimes simply            switching up the team with new, positive energy on the business can            save the relationship.          /p>        /div>      /section>      section classsection section-checklist>        h2>The Ultimate Pitch Checklist/h2>        ul classchecklist-options>          li>            a              href#/checklist/clients              data-listclients              data-selectedtrue              >For clients/a            >          /li>          li>            a              href#/checklist/agencies              data-listagencies              data-selectedfalse              >For agencies/a            >          /li>        /ul>        div          classchecklist-items-wrapper          data-listclients          data-selectedtrue        >          ul classchecklist-items>            li>              • Identify the reasons to run an agency pitch and be thoughtful              about the agencies you invite.            /li>            li>              • Don’t be robotic in your solicitation to agencies. Be human.              Pick up a phone. Have a conversation.            /li>            li>              • Do your homework on the shops you might like invited to pitch.              Then invite the top five or six shops.            /li>            li>              • Hire a reputable search consultant to help determine the best              agencies to invite and run a thorough, efficient and fair process.            /li>            li>              • Map out the whole pitch process and clearly communicate              expectations for each step.            /li>            li>              • Spec creative turns your pitch process into a beauty contest              that won’t provide a true reflection of the agency you’re about to              hire – #SayNoToSpec.            /li>            li>              • Keep a level playing field for the agencies. Clearly define the              rules of engagement. Outline the consequences if an agency breaks              them.            /li>          /ul>          ul classchecklist-items>            li>              • Remember that chemistry and “fit” is the most important factor              to a successful agency-client relationship. Get to know the people              who would be on your account.            /li>            li>              • If you really want to see creative work from your top agencies,              give an agency a real live project, collaborate with them during              creative development and compensate them as though they were              already your partner.            /li>            li>              • Phones down in the meeting! Even without spec, agencies put in              hundreds of hours into preparing for a pitch. Be gracious and              you’ll get 110% from the agency you do hire.            /li>            li>              • Ask yourself if you can’t work things out with your existing              agency. The pitch process is expensive and time-consuming. Be sure              you’re prepared to go through with it.            /li>          /ul>        /div>        div          classchecklist-items-wrapper          data-listagencies          data-selectedfalse        >          ul classchecklist-items>            li>              • Know your strengths. If a client is holding a pitch for a big              shop, and you’re a small team, don’t waste your time.            /li>            li>              • Be selective with the pitches you participate in. Automated “To              whom it may concern” invites likely won’t lead to a true              agency-client partnership.            /li>            li>              • Ask how many agencies are pitching – and how many will be              shortlisted. Too many in either category is a huge red flag.            /li>            li>              • Find out of if the client is working with an agency search              consultant. Ask around to determine his or her reputation.            /li>            li>              • Understand the full pitch process and all the steps required of              you during the pitch.            /li>          /ul>          ul classchecklist-items>            li>              • Spec creative puts your agency into an expensive cycle that              diverts resources from paying clients – #SayNoToSpec.            /li>            li>              • Make sure you’re competing on a level playing field. Know the              consequences for agencies that break the rules.            /li>            li>              • Ask the client questions about their business and what they’re              looking for – and listen to their answers.            /li>            li>              • Show your personality. Be passionate. Letting what makes you              different shine through will go a long way to helping both parties              determine true “fit”.            /li>          /ul>        /div>      /section>      section classsection section-form>        h2>What did we miss?/h2>        form          nameform_82987177836982          actionhttps://submit.jotformpro.com/submit/82987177836982/          methodpost        >          input typehidden nameformID value82987177836982 />          input typetext namewebsite value aria-hiddentrue />          div classinput-group>            input              typetext              nameq2_name              placeholderYour Name              required            />            input              typeemail              nameq3_email              placeholderYour Email Address            />          /div>          textarea            nameq1_input1            placeholderShare your thoughts here            required          >/textarea>          div classform-line jf-required recaptcha data-typecontrol_captcha idid_6>            div idcid_6 classform-input-wide jf-required data-layoutfull>              section data-wrapper-reacttrue>                div idrecaptcha_input_6 data-componentrecaptcha data-callbackrecaptchaCallbackinput_6 data-expired-callbackrecaptchaExpiredCallbackinput_6>/div>input typehidden idinput_6 classhidden validaterequired namerecaptcha_visible required />                script typetext/javascript srchttps://www.google.com/recaptcha/api.js?renderexplicit&onloadrecaptchaLoadedinput_6>/script>                script typetext/javascript>                  var recaptchaLoadedinput_6  function()                  {                    window.grecaptcha.render(document.getElementById(recaptcha_input_6),                    {                      sitekey: 6LdU3CgUAAAAAB0nnFM3M3T0sy707slYYU51RroJ,                    });                    var grecaptchaBadge  document.querySelector(.grecaptcha-badge);                    if (grecaptchaBadge)                    {                      grecaptchaBadge.style.boxShadow  gray 0px 0px 2px;                    }                  };                      /**                   * Called when the reCaptcha verifies the user is human                   * For invisible reCaptcha;                   *   Submit event is stopped after validations and recaptcha is executed.                   *   If a challenge is not displayed, this will be called right after grecaptcha.execute()                   *   If a challenge is displayed, this will be called when the challenge is solved successfully                   *   Submit is triggered to actually submit the form since it is stopped before.                   */                  var recaptchaCallbackinput_6  function()                  {                    var isInvisibleReCaptcha  false;                    var hiddenInput  document.getElementById(input_6);                    hiddenInput.setValue(1);                    if (!isInvisibleReCaptcha)                    {                      if (hiddenInput.validateInput)                      {                        hiddenInput.validateInput();                      }                    }                    else                    {                      triggerSubmit(hiddenInput.form)                    }                        function triggerSubmit(formElement)                    {                      var button  formElement.ownerDocument.createElement(input);                      button.style.display  none;                      button.type  submit;                      formElement.appendChild(button).click();                      formElement.removeChild(button);                    }                  }                      // not really required for invisible recaptcha                  var recaptchaExpiredCallbackinput_6  function()                  {                    var hiddenInput  document.getElementById(input_6);                    hiddenInput.writeAttribute(value, false);                    if (hiddenInput.validateInput)                    {                      hiddenInput.validateInput();                    }                  }                /script>              /section>            /div>          /div>            input typehidden namerecaptcha_visible value1>          button typesubmit>Send/button>          div classform-success>Thanks for sharing your ideas with us!/div>        /form>        div classshare>          Share it on social          a            hrefhttps://twitter.com/zulualphakilo            target_blank            classlink-tag            >#smarterpitch/a          >          ul>            li>              a                hrefhttps://twitter.com                classshare-item                data-networktwitter                >Twitter/a              >            /li>            li>              a                hrefhttps://facebook.com                classshare-item                data-networkfacebook                >Facebook/a              >            /li>            li>              a                hrefhttps://linkedin.com                classshare-item                data-networklinkedin                >LinkedIn/a              >            /li>          /ul>        /div>      /section>      section classsection section-about>        h2>Our take on spec work/h2>      /section>      section classsection-video>        a          hrefhttps://www.youtube.com/embed/essNmNOrQto?enablejsapi1&modestbranding1&rel0          classvideo link-video          > /a        >      /section>      footer classfooter>        Brought to you by        img srcimages/logo-zulualphakilo.png altZulu Alpha Kilo />        div classcontact>          Contact:          a hrefmailto:contact@smarterpitch.com>contact@smarterpitch.com/a>        /div>        div classcopyright>© 2018 Zulu Alpha Kilo/div>        div classlegal>          a hrefhttp://www.zulualphakilo.com/legal target_blank            >Privacy Policy/a          >          a hrefhttp://www.zulualphakilo.com/terms target_blank            >Terms of Use/a          >        /div>      /footer>    /div>    div classoverlay>      div classvideo>/div>      a href#/close classclose>X/a>    /div>    script      async      srchttps://www.googletagmanager.com/gtag/js?idUA-128508384-1    >/script>  /body>/html>

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