Digit 2005-04 - Clevernotions.com

pitch design
through a PowerPoint presentation can be
boring for the client, and it’s generally one
way. Some agencies say using different rooms
for different parts of the pitch – creative
versus strategic for example – gets the client
up and out of their seat, and creates little
mini-breaks throughout the meeting.
BBH’s Exon says: “It’s very important when
pitching to maintain your receptive as well as
transmission modes. It’s tempting to go into
transmit mode, but then you can miss a lot
– you should try to spend half of your time in
the pitch listening.” Watch the client’s reaction
– if something isn’t going down well then cut
it down or just move onto the next part.
Clients appreciate
honesty, too. The
E-consultancy’s Friedlein
says that during a pitch
it’s important to be
transparent about costs,
even if they’re higher
than the client might
expect. This manages the
client’s expectations, and
will prevent the agency
from looking like it’s
trying to sneak extra costs into the business
after having the won the account. “This builds
trust. If a client feels they can trust you it goes
a long way towards winning a pitch,” he says.
The tools you use to present your ideas are
also important. Although PowerPoint and
projectors seem to be the equipment of choice
for most creative agencies when pitching for
new work, more and more companies – even
those showcasing digital creative – are using
storyboards and other props to wow clients.
This helps to step out of the predicted
formality of the pitch situation and encourages
more sitting and pointing around a table and
40 d
THE CLASSIC
MISTAKE IS
TO GO IN AND
TELL THE
CLIENT WHAT
IT NEEDS
ASHLEY FRIEDLEIN
less staring at screens. It aids you in your
quest to be one of the more memorable
meetings for the fatigued client.
Mallet at Swamp says: “When we’re
presenting interactive ideas we’ll still do it
on boards as it keeps it tactile, gets people
involved and stops them staring at a screen.”
Benady at Random Media says boards
are a must over projectors: “We always use
boards. New media agencies generally use
projectors but we use boards which have a
bigger impact. We always use mood boards
that tell the story of how the idea developed.”
Strawberry Frog try to use as many
different things as possible, says Chalmers:
“We try and have a variety
of equipment. It’s more
interesting. From magazines
to pick up, to films, to boards
or posters. It’s important to
have something out you can
refer back to. Projecting work
only allows you to see one
thing at a time. A linear
presentation is fine if your
clients have a photographic
memory.”
So, when the pitch is over how do you
gauge whether it’s a win or lose situation?
“Three times now we’ve been in a pitch
and they’ve really gushed about it afterwards
but then we’ve not won the business,” says
Benady. “Then often the people who seemed
like the least impressed ring us back and
hand us the account.”
Adams at Mook is equally confused.
“We find that the more positive the meeting
then the less likely it is that we’ve won. The
more poker-faced and thoughtful the client
looks then the more likely we are to get
the business.”
THE PITCH’S JOB IS TO
EDIT THOUSANDS OF
HOURS OF CREATIVITY
INTO A PRESENTATION
RICHARD EXON
Above & left: These visuals were put
together by digital agency Holler as
part of a pitch to create a microsite
for Eurostar’s Ski Train service.