The human and environmental costs of pitching are to be tackled in a new plan from the IPA, ISBA, their members and intermediaries. 

The cross-industry ‘Pitch Positive Pledge’ was discussed today (27th January) at the cross-industry renew conference. The plan is spearheaded by IPA President Julian Douglas, and Andrew Lowdon, Director of Agency Services at ISBA. 

Douglas believes that previous pitch guides have focused on the ‘how to’ of pitching without due consideration to the human and environmental costs. This initiative, he explains, seeks to address this by also focusing on the ‘why and when’ of pitching. 

The team behind the pledge hope that agencies, advertisers and their staff will ‘experience better outcomes including: better mental health, less wastage, fewer costs and better, more effective work’.

The new pledge will launch as part of Mental Health Awareness week this May, with the IPA and ISBA will be running a series of workshops with their members, partners and intermediaries to work through the full details and commitments.

Lowdon explains: “There are a lot of pitches taking place and it’s likely a significant number ultimately may be unnecessary. And even amongst those that are necessary, the existing approach often generates a lot of unnecessary work taking place. This represents wastage that we should look to reduce.”

He continued: “In recent times, pitches have become more frequent, more complex, and more costly. More costly to both agency and advertiser, and more costly for the individuals and the environment. Pitching has become the default option, often for smaller projects that previously would not have required a pitch.”

IPA president Douglas added: “Today, many companies have ESG commitments including wastage reduction and promoting diversity and wellbeing in their supply chain. The pitch process as it stands represents a challenge to these commitments. Due to its competitive nature there is inherent wastage in the process. Largely unfunded, it demands significant investment in time and money for agencies and clients alike. With the added complications of working remotely since Covid-19, and the associated changes this brings, we are seeing an increase in burnout and mental health challenges and a talent exodus from advertising. Pitching can be brilliant, but the current system is broken. The need for change is real and the time to act is now.”