ROSES, DAISIES & DAFFODILS

JWT’s guide to scoring a perfect pitch

A journey from A journey from

being noticed being noticed to being to being chosen chosen

Love Story Love Story version 1version 1• Boy sees a girl. Likes HerBoy sees a girl. Likes Her• Boy impresses the girl. She Boy impresses the girl. She

NOTICES himNOTICES him• Girl agrees to go out on a Girl agrees to go out on a

date with the boydate with the boy• The boy delights the girl on The boy delights the girl on

the date. He proposes. She the date. He proposes. She says YES for life long says YES for life long relationship with him relationship with him

• They live happily ever They live happily ever after… after…

Love Story Love Story version 2version 2• The girl already has a The girl already has a

boy friend. boy friend. • They are having They are having

‘‘difficultiesdifficulties’’ in their in their relationshiprelationship

• She decides to go out on She decides to go out on a date. With another a date. With another boy… And four other boy… And four other boys. (… & also calls her boys. (… & also calls her boyfriend )boyfriend )

• They all propose. She They all propose. She says YES… To one of says YES… To one of themthem

• They live happily… for They live happily… for some timesome time

A journey A journey from from being being

noticed to noticed to being being

chosen chosen

Being Chosen. OVER OTHERS

……. & in a date . & in a date therethere’’s s

nothing for nothing for finishing finishing

‘‘close secondclose second’’

There is no silver medal or points

for finishing second

Therefore it is Therefore it is about about

‘‘PITCHING PITCHING TO WINTO WIN’’

The path to persuasionThe path to persuasion

• Session I : Getting StartedSession I : Getting Started• Session II : Project PlanningSession II : Project Planning• Session III : Building the strategySession III : Building the strategy• Session IV : The OutputSession IV : The Output• Session V : Show & TellSession V : Show & Tell• Session VI : After the dateSession VI : After the date

GETTING STARTED

• Getting the Invite • Getting the most out of the brief

SESSION I

Getting the inviteGetting the invite

“80% of success is just showing up.”- Woody Allen

Create Opportunities to get Invited

• Market Intelligence

• Happy Clients moving into new companies

• Networking

The Brief & Briefing The Brief & Briefing

It is all about It is all about asking the right asking the right questions questions

The pitch brief The pitch brief #1. Understanding #1. Understanding the the

ProblemProblem

#2. Understanding #2. Understanding the the Client Client

The pitch brief

Defining Defining the problemthe problem

What is the problem (as they see it) ?What is the problem (as they see it) ?

What does success looks What does success looks like to them ? like to them ?

The pitch brief

Before Before everything everything

Know your Know your audienceaudience

The pitch brief

‘‘ the end user doesnthe end user doesn’’t award the contract – t award the contract –

the prospect does the prospect does ’’

##1. Who are you 1. Who are you pitching to ?pitching to ?

Know your audience

#2. #2. Emotional Emotional acknowledgmentacknowledgment

before expertisebefore expertise

Know your audience

#3. Will YOU #3. Will YOU help THEM help THEM look goodlook good ? ?

Know your audience

EXERCISE @ SESSION 1EXERCISE @ SESSION 1

• Mock brief Mock brief • Briefing session Briefing session • De-briefing sessionDe-briefing session

SESSION IIBEING ORGANISED

PEOPLE &

PROCESSES

Being Being OrganisedOrganised

Putting together a Pitch team

Setting aside a time to meet regularly

Briefing teams

Seeking top talent Input

Getting a buy-in of Senior management

PEOPLE – The Pitch team PEOPLE – The Pitch team

PEOPLE – The Pitch team

Clients DO NOT necessarily Clients DO NOT necessarily choose the BEST people for choose the BEST people for

the job.the job.They choose the person or team who They choose the person or team who shows them a future with the greatest shows them a future with the greatest

added value from the relationship.added value from the relationship.

PEOPLE : AS PART OF THE PEOPLE : AS PART OF THE SOLUTIONSOLUTION

• Do they become a part of the Do they become a part of the solution that is being offered solution that is being offered – People whoPeople who’’ll add credibility to the ll add credibility to the

team. team. – People whoPeople who’’re respected by the re respected by the

clients. clients. – People whoPeople who’’ve handled similar ve handled similar

categories before.categories before.

Leveraging the NETWORK Leveraging the NETWORK

• Let WPP & JWT Global network work for Let WPP & JWT Global network work for you you – Use planning to accumulate global Use planning to accumulate global

learningslearnings• Category Expertise Category Expertise • Capability Expertise Capability Expertise • Creative edge Creative edge

360 & MORE : IN LETTER & 360 & MORE : IN LETTER & IN SPIRITIN SPIRIT

• It is not about a 360 degrees It is not about a 360 degrees campaign. It is about 360 degrees campaign. It is about 360 degrees capabilitiescapabilities

• Taking them together not just in letter Taking them together not just in letter but in spiritbut in spirit

• Using them to support the big idea Using them to support the big idea • Have the courage to put BTL solutions Have the courage to put BTL solutions

in front to demonstrate your intent in front to demonstrate your intent

The WAR ROOM The WAR ROOM

Creating Creating the WAR ROOM the WAR ROOM – Creating the feel Creating the feel – Creating the team Creating the team

spirit (youspirit (you’’ve ve pulled in different pulled in different people for the people for the purpose they need to purpose they need to bond quickly)bond quickly)

– Creating the special Creating the special status & the resultant status & the resultant energyenergy

– Helps in maintaining Helps in maintaining confidentiality confidentiality

EXERCISE @ SESSION IIEXERCISE @ SESSION II

• No exercise at this point No exercise at this point

SESSION III

BUILDING THE STRATEGY

‘‘start working for start working for the client before the client before the pitch. When the pitch. When you walk in the you walk in the door on pitch door on pitch

day, you should day, you should already have a already have a

working working relationship. Itrelationship. It’’s s easy - just start easy - just start

working - no working - no oneone’’s going to s going to

sue you.sue you.’’

#1. Clients aren#1. Clients aren’’t shopping for t shopping for Creative campaigns or brand ideas Creative campaigns or brand ideas They are looking for They are looking for SOLUTIONSSOLUTIONS

BUSINESS solutionBUSINESS solutionCAPABILITY solution CAPABILITY solution

PARTNERSHIP solution PARTNERSHIP solution CREATIVE solution CREATIVE solution

#2. FIRST give them what #2. FIRST give them what they think they want they think they want & THEN give them WHAT THEY NEED

Building Strategy Building Strategy

• BUILD HYPOTHESES BUILD HYPOTHESES – Basis all the intelligence gatheredBasis all the intelligence gathered

– Client brief Client brief – Consumer knowledgeConsumer knowledge

• ELIMINATE OPTIONS & ITERATE ELIMINATE OPTIONS & ITERATE – Use consumer testing to eliminate & fine-tune strategic Use consumer testing to eliminate & fine-tune strategic

Options Options

• BUILD ON THE STRONGEST OPTIONSBUILD ON THE STRONGEST OPTIONS- - Amplify the solution Amplify the solution

Using ResearchUsing Research

Using research Using research to buildto build

CONVICTIONCONVICTION

RESEARCH >> CONVICTION RESEARCH >> CONVICTION

• Use research to understand the problem but more importantly …

• Use research to test the solution you are proposing. (final creative/

communication concepts /strategic routes)

Use research to build CONVICTION in your

SOLUTION

EXERCISE @ SESSION IIIEXERCISE @ SESSION III

• A working session with a real brief. A working session with a real brief. • This a Problem definition session This a Problem definition session • They need to come back with their They need to come back with their

understanding of the brief & the understanding of the brief & the client client

( what is required/who is the key ( what is required/who is the key client?)client?)

SESSION IV

THE OUTPUT

THE CREDENTIALS THE PRESENTATION

THE CREATIVE ELEMENTSTHE INTERGRATION

Building the Building the RIGHT CREDENTIALSRIGHT CREDENTIALS

#1. #1. NO standardized NO standardized credentials PLEASE ! credentials PLEASE !

Tailor make it every timeTailor make it every timePut yourself in their shoes and Put yourself in their shoes and project aspects of the agency project aspects of the agency

most relevant to that most relevant to that particular clientparticular client

Examples of standardized Examples of standardized credscreds

BHARTI - WALMART

#2. #2. K.I.S.SK.I.S.S

Keep it Keep it

SHORT Stupid !SHORT Stupid !

#3. #3. Facts Facts tell, tell,

stories stories sell.sell.

Use relevant case studies as Use relevant case studies as stories to highlight your stories to highlight your

credentials. Not necessarily the credentials. Not necessarily the numbers numbers

THE STRATEGY THE STRATEGY PRESENTATIONPRESENTATION

Most pitches are won through great Most pitches are won through great strategies. But that doesnstrategies. But that doesn’’t necessarily t necessarily convert into convert into ‘‘most pitches are won by most pitches are won by

big presentationsbig presentations’’..

The guiding principles The guiding principles

Clients buy SOLUTIONSClients buy SOLUTIONSClients buy Clients buy

CONVICTIONCONVICTION

‘‘ After several presentations, the After several presentations, the client will struggle to remember client will struggle to remember

who said what. They will, however, who said what. They will, however, remember a strong single minded remember a strong single minded

idea. idea. ‘‘ THE POWER OF

ONE THING

Focus on Focus on that that ONE ONE

THING THING

ItIt’’s always s always about about

‘‘The One The One ThingThing’’

Ask Bill ClintonAsk Bill Clinton

MAKING A MAKING A GOOD GOOD

PRESENTATIONPRESENTATION

ItIt’’s not about the work s not about the work

– – itit’’s about creating the s about creating the impression that you impression that you

would be good to work would be good to work with in the future.with in the future.

#1. #1. ItIt’’s not about what s not about what you say. you say.

ItIt’’s what your presentation s what your presentation says about yousays about you

#2. Don#2. Don’’t show your hard t show your hard work work

show the results of your show the results of your hard workhard work

#3. #3. You donYou don’’t need to get t need to get it right,it right,

you just have to show you just have to show that you could get it that you could get it

right.right.

#4.#4. More More detail detail

means means less less

persuasiopersuasionn

#5. #5. Join the dotsJoin the dots

StrategyStrategy …….……. Creative Creative executionexecution

#6.#6. Use the blunting technique Use the blunting techniqueTo kill the Competition/alternative strategies

Presentation & Presentation & AristotleAristotle’’s laws of s laws of

rhetoricrhetoric• EthosEthos• LogosLogos  • PathosPathos

ETHOS ETHOS Your reputationYour reputation

LOGOS LOGOS The logic in your argumentThe logic in your argument

PATHOS PATHOS The emotion you elicitThe emotion you elicit

& & FINALLYFINALLY If the If the plan plan fails …fails …

Make sure you communicate Make sure you communicate

‘‘ COMMANDERCOMMANDER’’S S INTENTINTENT’’

EXERCISE @ SESSION IVEXERCISE @ SESSION IV

• The teams should be given time to The teams should be given time to work on the pitch brief here. work on the pitch brief here.

• No presentations here No presentations here

SESSION V :SESSION V : SHOW & SHOW & TELLTELL

The The THEATRETHEATRE of of PITCH PITCH PRESENTAIONPRESENTAION

IT IS YOUR IT IS YOUR ONLY ONLY

CHANCECHANCE

You’ll get only one chance to impress her. • Make sure – THE PLACE is right – the music will play when you want it to– that you’re in control of the place where yo

u’re taking her.

The importance of THE The importance of THE PLACEPLACE

• A place where you can A place where you can get their undivided attention

• A place where A place where you are in control

• A place where you can A place where you can plan a surprise

The Nike Pitch in IndiaTHE VENUE : Bangalore Cricket

Stadium

The importance of SHOW & TELL If you want her to say YES understand how to SIGNAL

The importance The importance of DIAMOND RING of DIAMOND RING

Pre-selling the IDEA Pre-selling the IDEA before bringing it alive before bringing it alive

HELP THEM ABSORB YOUR HELP THEM ABSORB YOUR IDEAIDEA

The Idea AVThe Idea AV

Examples of IDEA AVExamples of IDEA AV

Commonwealth Games Commonwealth Games

Examples of IDEA AVExamples of IDEA AV

SONY SONY

The creative execution & The creative execution & THE AMPLIFICATIONTHE AMPLIFICATION

‘‘one ABRUPTIVE AMPLIFICATIONone ABRUPTIVE AMPLIFICATION of of brand idea or agency philosophy that they brand idea or agency philosophy that they

remember the presentation by.remember the presentation by.’’

AMPLIFYING AMPLIFYING ‘‘YOURYOUR

OFFERING OFFERING’’

The best The best demonstration of demonstration of your capabilitiesyour capabilities

The way to show The way to show ‘‘YOU can get it YOU can get it

rightright’’

And finally.And finally.SHOW THE SHOW THE HUNGERHUNGER

EXERCISE @ SESSION VEXERCISE @ SESSION V

• The presentations by different teams The presentations by different teams will happen after this sessionwill happen after this session

SESSION VI

THE DAY AFTER

• THE FOLLOW UP• NEGOTIATIONS• CELEBRATIONS

THE FOLLOW UP THE FOLLOW UP

• DonDon’’t drop the ballt drop the ball• Keep showing the hunger for their Keep showing the hunger for their

business business • Help them make up their mind in favour of Help them make up their mind in favour of

you you – Answer all the queries that they might have Answer all the queries that they might have

articulated during the pitcharticulated during the pitch– Invite them for a visit to your premisesInvite them for a visit to your premises

• Keep the conversations going Keep the conversations going

And after the And after the victory …victory …

DONDON’’T FORGET T FORGET TO CELEBRATETO CELEBRATE

SO ARE SO ARE YOU YOU READY READY TO TO PURSUE PURSUE ??