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THREE RESOLUTIONS FOR ADVERTISERS AHEAD OF THEIR NEXT MEDIA PITCH
Let's all agree on one thing: Pitches are a huge effort, for both advertisers and agencies. They take a massive amount of time and resource, so it would be foolish not to make the most of the opportunity they present. And yet, too many advertisers fail to prepare and thus risk getting a sub-optimal outcome. They think they can do this because media agencies, all agencies, are so desperate for business in an oversupplied market that they will participate and put their best foot forward, regardless of the terms of the brief and beyond. But that's simply not true anymore. It might have been partially true in the past although smart agencies have always opted to put their best people on the most attractive pitches it's certainly not true now. So much business is up for grabs every year (we estimate there's been more than $15 billion in major media pitches in 2018) that agencies, who are under relentless pressure to deliver growth, have to make decisions about what they can afford to compete for. A big global pitch can cost an agency hundreds of thousands of dollars in additional costs, and that's without including the soft costs of shifting staff off existing tasks.
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