Multinational pitches too complex: WFA

12 May 2009

BRUSSELS: The average pitch for a regional or global advertising account takes almost four months to complete, with major obstacles said to include the involvement of too many stakeholders and bad planning on the client-side, the World Federation of Advertisers reports. 

The WFA – which boasts members including Procter & Gamble, Unilever and Coca-Cola – recently conducted a survey of its Media Committee regarding multinational pitches, the results of which can be downloaded by WARC subscribers here
In conjunction with the EACA, the organisation has also issued a set of best practice guidelines for managing regional and global pitches, assessing the role of both advertisers and agencies in the process.

Among the areas brand owners need to focus on in order to ensure both they and the agencies pitching for their business achieve desirable outcomes are establishing efficient internal decision-making processes and providing detailed briefs.

To download a full copy of the WFA/EACA guidelines on client-agency relations and best practice in the pitch process, visit and

Data sourced from WFA; additional content by WARC staff