There’s a Flaw in Our Pitch

26 June 2015, Friday

THE DAYS AND NIGHTS OF PITCHES

Ladies and gentlemen, our topic is pitches—the grueling process where agencies pour their hearts and souls into proposals, keep their employees working late into the night (the phrases “overnighters” and “burning the midnight oil” originate here), and invest resources without guaranteed returns, all thanks to the unique “Turkish Pitch System.”

Some advertisers are quite content with this well-entrenched system because it works in their favor. Around five agencies work simultaneously on a brief, ask for no compensation, and produce their best work. When compensation is suggested, they’re taken aback. Their stance is, “This is how it works; you’re not supposed to ask for anything!” They may even bristle if questioned.

WOULD YOU WORK FOR US FOR A WEEK, FREE OF CHARGE?

Let me counter this with a question: My agency is also a business, with operational expenses, salaries to pay, and employees who have families and personal lives they sacrifice during these projects. Would you work for a week, creating a 10-day economic strategy for my agency, and then present a report? If we like it, we’ll hire you as our consultant. If not, there’s no compensation.

I don’t mean to sound harsh, but this involves the livelihoods and efforts of many people. If proper pitch guidelines and regulations were established, and agencies were invited accordingly, I’m confident these paradoxes could be avoided.

A BETTER SELECTION PROCESS IS POSSIBLE

Fortunately, there are positive examples, where advertisers create clear pitch guidelines and share them upfront with agencies.

What I’m saying is this: every advertising agency is a business. They pay salaries, incur operational costs, and rely on fair treatment. Cherish them. They are ready to do great things for you. Don’t corner or restrict them during the competitive process.

My hope is that this “flaw” in our pitch process heals over time and moves closer to ethical standards.

LOVE YOUR AGENCIES 🙂

Please adopt the mindset that advertising agencies, which uphold Turkey’s growing vision, deserve more respect. Believe me, the most important asset in the world isn’t bullets in a gun; it’s a powerful idea. And these ideas are the capital of agencies.

With respect, we say this, we write this.

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