Life's a pitch

Contrary to popular belief, the work on the table is not the biggest reason agencies lose pitches.

A pitch is so much about the presentation. The greatest work in the world will not win you a pitch if you don't know how to present it. In the words of another Uberplanner Jon Steel, "In all of the successful pitches I have made, the most common reason given by a client for awarding their business to my agency was that in their opinion, we "wanted it more." They liked our ideas, but more than that they liked us, and they liked our passion for those ideas."

How can a Planner make a difference in a pitch situation? He can make sure the Account Management and the Creative teams are doing work they both believe in. The Planner is the glue which keeps them together. Once creative and client servicing are on the same page, you're invincible. Almost. Ah, now I see why Contract Advertising of old used to win most of its pitches. They were the one agency with an outstanding Account Planner in the mix.