Ridding the industry of the pitch as we know it
Breaking the mould
By Jess Feltham
Marketing Director, Creativebrief
We don’t see that as clients, and agencies never push back because they can’t because they need to do more, more, more.”
If agencies were able to vocalise their concerns more to brands, then brands would become increasingly aware of the pressures this current process has on agency working cultures. Only by bringing this problem to light, can brands implement it into their work with agencies.
The effort needs to be communal. That’s how we’ll arrive at an environment where anyone – regardless of ethnicity and gender, whether they have children, or whether they suffer from mental health issues – can flourish. The pitch should be a conduit for the best work and the most extraordinary people. Exclusion should be the opposite of what it is about, and this is why it must change. It’s not overplaying it to say changing it might even hold the key to changing working cultures across the industry as a whole.
The alternative is that we stick to our bad habits and, as Fergus warns, go out of business. The time for us to finally break the mould is running out.
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