Magazine article Marketing

Re-Pitching Asks Marketers Some Tough Questions

Magazine article Marketing

Re-Pitching Asks Marketers Some Tough Questions

Article excerpt

To re-pitch or not to re-pitch? For both clients and agencies that is often the question. Clients who have grown fed up with their agencies wonder whether it is worth the risk of letting them re-pitch: they may perform like a dream on the day and win back the business against the client's better judgement. It happens. And agencies wonder whether to suffer the financial and emotional turmoil of re-pitching if the hangman's noose has already been tied. They do, they lose, and they get intensely bitter. It happens.

For clients, in my view, the situation is relatively simple. (This is doubtless because I have been an agency man most of my life. Other people's decisions are always easy-peasy. We can all make everyone else's decisions with consummate ease - as yelling football fans constantly testify.)

Many clients think asking agencies to re-pitch is like giving employees a warning. It is not. If you want to give your agency a warning, give them a warning. Calling for a re-pitch involves the agency in spending a great deal of time, money, and passion.

Never ask an agency to re-pitch unless you're utterly certain you'll be happy if they win. Don't do it to be kind. It isn't. And don't give them a meaningless chance just so you can afterwards claim you did everything by the rule book. That's just being a berk. If the decision to fire them has been made, don't prolong the agony.

From the agency side things are a bit more complex. When a client offers the chance to re-pitch it is hard to say no. …

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