Brands Find It Painful to Address Agencies' Most Pressing Pitching Problems

4A's and ANA surveyed marketers and agencies on what's important

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Pitching for new business is filled with problems. Pitches are too long, often dragged out for no reason, expensive and filled with secrecy and a lack of communication and feedback.

A new initiative from the 4A’s and ANA reveals why brands and agencies bemoan the process: they aren’t even remotely on the same page.

Adweek obtained a copy of a report the two trade organizations created after surveying leaders at 100 agencies and 41 clients to get their pulse on the state of new business pitching as part of the 4A’s/ANA Agency Search Simplification Initiative.

What they found are stark differences in the way agencies and clients view what agencies consider some of the most crucial parts of the pitching process, including whether agencies retain IP they pitched, budget size, who is participating and whether a win can be publicized.



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