Pitch Watch is our confidential service that enables agencies to report both negative & positive experiences with client pitches & throughout a client relationship.
Part of the ICA’s Amplify, Protect & Transform agenda, Pitch Watch provides a safe space to talk about good & bad cases of client practice in pitching, and has already proved successful in improving many agency search processes.
Pitch Watch launched in response to the concerns of our member agencies but the platform is also open to non-members who wish to report a good or bad pitch experience.
Pitch Watch uses a traffic light system to alert the agency community to the status of a pitch:
- A red light signals to the agency community to STOP, and not proceed with this client’s pitch process. The pitch is not consistent with Qualification-Based Selection best practice and requires major revisions that the client is unwilling to action. The pitch is deemed ineffective at achieving the client’s desired results and furthermore leads to the detriment of the marketing industry and the agencies asked to participate.
- A yellow light signals to the agency community to PROCEED WITH CAUTION in respect of the client’s pitch process. The pitch is not wholly inconsistent with Qualification-Based Selection best practice and the client has made some revisions, but there are concerns about the effectiveness of the pitch to achieve the client’s desired results.
- A green light signals to the agency community to GO! The agency search process is consistent with Qualification-Based Selection, is highly effective at achieving the client’s desired results and is efficient for both client and agency to participate in. The client is on their way to a great partnership with the most qualified agency that they can afford.
We’ve worked closely with many brands to improve the efficiency and effectiveness of their agency search. An efficient and effective agency search creates a foundation for a productive Agency/Client relationship. One that supports creativity, innovation and work that works.
Agencies have the option to provide information via the emails below or call the Pitch Watch line on 437-350-1436.
Pitch Watch is part of a wider program of ICA activity around client relationships, procurement and new business for more information contact Scott Knox (scott@theica.ca or 437-350-1436).
You can also email Pitch Watch at goodpitch@theica.ca or badpitch@theica.ca.
