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British advertising trade bodies ISBA and IPA have launched a new website designed to clarify the pitching process. The new site, www.thegoodpitch.com, will focus on “six principles” of pitching: openness and transparency, respect, bravery, access and navigation, timing, and the power of collective action.
Paul Bainsfair, director general at the Institute of Practitioners in Advertising (IPA), says the new initiative aims to encourage more collaborative thinking in the pitch process. By sharing information, he says, the site expects to cut costs for pitching, which have been escalating across the advertising industry.
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