This document forms an initiative by the IPA, APA and ISBA to encourage our members to improve the pitch process through a series of principles and associated key actions.
Our recognised industry approach to the process of pitching – the Director-Creative meetings, treatment documents, use of PIBS as a standard specification and agreement template, budgeting and award stages – has been mutually beneficial to agencies, production companies and clients alike, as it both manages time and investment for all parties, whilst ensuring high creative output within a competitive business environment.
However, due to lack of insight, faulty process or industry challenges, this part of the process has sometimes been put under greater pressure recently. From a production company perspective, the level of investment currently required is not sustainable. For agencies, project-based (versus retained) working, more non-traditional deliverables and smaller time and budget parameters have placed more pressure on this stage of a production than ever before. For clients, clarity and clear direction are also increasingly vital.
As the shape of the industry continues to evolve, it is important that there is room to continually assess the ways we work together to ensure all parties feel processes are fair, transparent and sustainable.