To help improve the production pitch experience for all parties and alleviate the growing pressures that clients, agencies and production partners face, The IPA, APA and ISBA have teamed up to launch a new Production Pitch Process Initiative.

The initiative takes into account the needs of all parties, to create a number of principles and associated key actions that all must agree on. Pressures with the current process mean that, for production companies, the level of investment required in pitching is not sustainable. For agencies project-based versus retained working, more nontraditional deliverables and smaller time and budget parameters have placed more pressure on production than ever before. Clients are also in need of clearer vision and more direction. Considering the pressures on all parties, the Pitch Process Initiative document outlines the best practices to follow.

There are five key principles and actions as follows:

Fairness

• All creative and scripts put up for pitch must be comprehensively finalised and approved for production unless clearly stated.
• Payments of reasonable pitch hard costs to Production Companies by Clients via their Agency and in the event of a project cancellation without award this should be agreed in advance of the pitch.

Transparency and communication

• All communication throughout the process must be honest and respectful, with constructive feedback given and openness from all.

Economic sustainability and reasonable workload

• Size, nature and timings of treatment should be mutually agreed and appropriate to the circumstances.

Orderly and timely process

• As far as possible agreed deadlines should be adhered to and sufficient time should be protected for all pitch steps, including client presentations and award.

Realistic briefs and expectations

• Scripts should be developed and briefed with a viable budget.
• Pitches should be within that budget.

The joint initiative aims to increase fairness and encourage open communication between all parties, working toward a common goal.

“Directors’ pitches are uncertain and pressurised at the best of times. The least we can do is help each other out with respect, fairness and good communication,” says Eliot Liss MIPA, Head of Production at the IPA.

Supplement to the Production Pitch Process Initiative, the IPA and APA have created best practice guidance on production pitches for their members, covering all stages of the pitch including: planning - strategic and creative development, green light to production, pitch meetings, during the pitch and awarding the pitch.

Steve Davies, CEO at APA adds: “This is an important, pan-industry initiative to make pitching for commercials more efficient and reduce waste of resources, which will benefit production companies, agencies and advertisers.”

Nick Louisson, Director of Agency Services at ISBA says: “Pitches encourage a dynamic and competitive industry. We’re pleased to work with the IPA and APA to release guidance that helps the industry reflect on the principles of a good production pitch process.