Final Pitch Deliberation and Agency Selection

The search process culminates at the final pitch but what goes on behind closed doors when clients are deliberating over that final agency selection?

Let me start by saying no agency has ever won a review based solely on the final presentation.

But what are some of those questions that clients are kicking around after all final meetings are finished?  Here are some to keep in the back of your mind the next time you’re prepping for a final pitch.  Of course, some of these vary depending on the type of review.

1. Did the agency have both a comms idea and creative idea and did they work well together?
2. Was there a clear and unique insight behind the strategy?
3. How clear was the interpretation of the strategy?
4. Did the creative idea or concept feel off or on brand?
5. Did the creative push the brand enough to reach new ground – whether that is new consumers, new markets or new ways to reinforce current consumers?
6. Did the creative feel familiar or referential?
   1. And this is a big question that comes up frequently.  I often hear clients say, “Well, we tried something very similar and it failed years ago.”
7. How much will the client team need to edit the work (meaning research, strategy and creative) being presented?
8. Who thought about short-term sales and long-term brand building?
9. Who had the most business intelligence about the category, consumer and brand?
10. Who learned the most about the category and brand?
11. Which agency felt like a natural extension with the client team and can work well together to elevate the brand?
12. Which agency challenged the client the most in a positive way?
13. What agency authentically cares about the brand?

And finally, as I’ve stated above, it’s not all based solely on the final pitch.  It’s a discussion of the entire process from start to finish focusing on which agency learned the most, uncovered the most unique ideas and insights, had the best cultural compatibility and continuously gave the clients, throughout the process, the most confidence that it will be a successful relationship by being an asset in the agency ecosystem.

There you have it.  That’s my counsel on this topic and I hope it helps.  Look out for more of my new biz quick tips shared exclusively with AAR Agency Growth Program Partners…