The pitching process: best practice advice from the WFA and EACA

Stephen Whiteside
WARC Online

Pitches are an integral part of the advertising industry landscape, but can also mean brand owners and agencies both waste large amounts of time and money as a result of both inefficiency and over-complexity in the process, according to a new study by the World Federation of Advertisers.

The WFA, which boasts members including global advertisers such as Procter & Gamble, Unilever, Coca-Cola, Nestlé, L'Oréal and Vodafone, also conducted a survey among the 27 members of its Media Committee – which operate across 13 different categories – in order to assess how they run pitches for multinational accounts, and what drawbacks they have found to this process.

In cooperation with the EACA, it has also drawn up a set of best practice guidelines to conducting regional or multi-country pitches, in an effort to provide a "win-win" situation that helps agencies successfully take new business, and enables advertisers to find industry partners that meet their needs.