Research on the Advertising Pitch Process

info@provokeinsights.com

December, 2013

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Background & Objectives

§  Pitching is part of an advertising agency's DNA; it's often mandatory if an agency wants to acquire new business. With the average length of the client relationship diminishing from eight years in 1997 to only three years today, pitching is occurring more frequently1.

§  With pitching playing such an important role in the

industry, Provoke Insights wanted to learn what advertisers thought of the process and their recommendations on how to improve it.

1.ANA West Coast Marketing Financial Management & Procurement Committee March 28, 2012 .

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Methodology

§  Provoke Insights conducted an online survey between November 8th - December 8th, 2013.

§  The survey was distributed through targeted Facebook promoted posts (users employed by all agencies listed in the 4As directory). In addition, the survey was posted on fourteen industry relevant LinkedIn groups.

§  146 advertising professionals living in the United States completed the survey. 140 employees said they participated in the advertising pitch process.

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Key Findings

§  Approximately half (47%) of advertising professionals say they are dissatisfied with the current internal approach to pitching.

§  "I hate the pitch process," one account

professional confessed, under anonymity. "It means working 24-7 and completely wears everyone out.” It is not shocking that the industry says unrealistic timelines (66%) and long work hours (65%) are key reasons for such frustration.

§  "Very chaotic, no clear direction until the last

minute," a professional in media mentioned when recalling his most recent pitch.

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Key Findings

§  Interestingly, those who are happy with their experiences when pitching mention teamwork as a key reason for their satisfaction. "Good collaboration and clear understanding of a common purpose," an account executive indicated as success factors.

§  Another area of frustration during pitches is having

timely access to the appropriate research and data. Forty-four percent of advertising professionals stated that if there were better availability of research and data, pitches would run smoother and more successful. More so, those who received data for pitches, 48% mentioned the speed of resources was not quick enough.

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Key Findings

§  Without research and insights, no matter how innovative the creative is, the pitch could be off base. "Winning creative should be based on research and insights. However, many times it ends up being loosely based on not enough research causing the strategy to end up being lackluster," a strategic planner stated.

§  During the pitch process, receiving extra support

and resources in regards to understanding the target audience (57%), competitive intelligence (53%) followed by trends analysis (53%), industry intelligence (47%) and social listening (42%) are key areas employees believe can be improved.

Detailed Findings

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Vast majority of advertising professional have participated in a pitch.

Yes 96%

No 4%

Participated in a Pitch

Have you ever participated in an advertising pitch(es) ? Base: All advertising professionals (N=146)

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Almost half of respondents are dissatisfied with the internal approach to pitching.

Thinking about the last pitch you worked on, overall how satisfied were you with the internal pitch process? Base: Advertising professionals who participated in the pitch process (N=140)

8%

45%

35%

12%

Very satisfied Satisfied Dissatisfied Very disstisfied

Satisfaction with the Internal Pitch Process

47%

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Reason for dissatisfaction with pitch process

Please briefly describe why you were dissatisfied. Base: Advertising professionals who say they are dissatisfied with the pitch process (N=66)

Long Hours

“I hate that the pitch process means 24/7. It completely wears everyone out.”

“Tight deadlines. All night work. Weekend work.”

Lack of Process

“There is such poor organization, it's a huge (and expensive) scramble up to the last minute.” “Inability to effectively align resources and difficultly seeing strategic platform inform final recommendations.”

Management Issues

“Everyone competing to be the smartest person in the room. No thought leadership. Indecision and changes up to the last second.” “Senior people sweeping in last minute and upending everything.”

Lack of research/strategy

“Winning creative should be based on research and insights. However, many times it ends up being loosely based on not enough research causing the strategy to end up being lackluster.” “Not enough market/ audience information.”

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Reasons for satisfaction with the pitch process

Team Work & Collaboration

“Team work always pulls through”

“Team actually came together as a team. Agreed on strategy and resulted in a great solution.”

“It was a great team effort.”

“Good collaboration between disciplines.”

“The team worked together to assemble a good deck/presentation.”

Availability of Resources (Research & Insights)

“I think I found some good insights that strengthened the pitch focus.”

“We developed insights and positioning that will really affect the brand. And the client saw that in our presentation.”

“Efficient account people to help find resources that were needed.”

“Availability of a plethora of research sources such as focus groups, surveys and market information. It gave us an upper hand with the strategy. “

Please briefly describe why you were satisfied. Base: Advertising professionals who participated in the pitch process (N=74)

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Unrealistic timelines and long work hours are key reasons for dissatisfaction.

21%

23%

29%

34%

36%

39%

29%

38%

43%

5%

9%

10%

10%

10%

9%

21%

27%

23%

Relationships with clients

Relationship with management

Morale

Available research/data

Budget for pitch

Speed of resources received

Organization

Number of hours worked

Realistic timelines

Dissatisfied

Very Dissatisfied

66%

48%

46%

44%

39%

32%

26%

65%

50%

How satisfied were you with the following aspects of the pitch process? (Scale: very satisfied, satisfied, dissatisfied, very dissatisfied) Base: Advertising professionals who participated in the pitch process (N=140)

Aspects of Dissatisfaction with the Pitch Process

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Areas to improve the pitch process include information regarding the target audience, competitors, trends, and the industry.

4%

8%

20%

25%

28%

33%

34%

38%

42%

47%

53%

53%

57%

Other

None

Mystery shopping

Focus group research

Survey research

Insight videos

Market sizing information

In-depth interviews of the audience

Social listening

Industry intelligence

Trends analysis

Competitive intelligence

Analysis of target audience

Resources/Extra Support to Help Improve the Pitch Process

Which of the following resources/extra support would help improve the pitch process in the future? (select all that apply) Base: Advertising professionals who participated in the pitch process (N=140)

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The majority of respondents work for general or digital advertising agencies.

General 49%

Digital 23%

Brand consultancy

9%

Media 8%

CRM 4% Pharma

4%

In-language 3%

What type of advertising firm do you work for? Base: All advertising professionals (N=146)

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Respondents work in a variety of advertising specialties.

30%

26%

19%

8% 8% 8%

1%

Account Planning Creative New Business Research/ Analytics

Project Management

Production

Job Description

What is your job role? Base: All advertising professionals (N=146)

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Over half of respondents work at agencies with more than 100 employees.

14%

24%

36%

26%

Less than 25 25 to less than 100 100 to less than 500 More than 500

Number of Employees at Agency

What is the size of your agency? Base: All advertising professionals (N=146)

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Questionnaire

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Questionnaire

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Questionnaire

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About Provoke Insights

Provoke Insights is a marketing consultancy and a full service market research firm. Whether you are creating a new brand or strengthening an existing one, you need a plan that is sharp, actionable and captivating. Our approach to strategy is rooted in a 360 degree-research method, strategic thinking and creativity. We have experience in traditional, digital, social, and relationship marketing. As experts in traditional and innovative research methodologies, we provide strategic solutions to help answer your marketing needs through tools such as quantitative and qualitative research, social listening, competitive intelligence, and trends analysis. Provoke insights has experience serving clients across a variety of industries: advertising, financial services, professional services, technology, political/government, consumer goods, non-profit, OTC, health care, and pharmaceutical. Our nimble internal process allows us to be efficient in speed, flexibility and cost.