One year on, has the Pitch Positive Pledge changed adland behaviour?
Creativebrief
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A year on from the launch of the Pitch Positive Pledge by the IPA and ISBA, has it managed to change adland behaviour? In an article by Campaign UK, Charlie Carpenter, Creativebrief CEO, gives our point of view on the state of the pitch process in the advertising industry.
Campaign: One year on, has the Pitch Positive Pledge changed adland behaviour?
Brands should also try shifting the power balance by seeing the discussions about client problems as a shared endeavour, according to Creativebrief’s Carpenter.
“I think there needs to be a rebalancing in the industry from brands going into the process with an expectation of answers and solutions, to expecting [themselves] and agencies interrogating and diagnosing the challenges the brand has and how they might begin to think about approaching some more of the challenges.”
Creativebrief ran pitches similar to this last year for Sky Bet and Starbucks, which involved more workshopping and the brief being constructed by both the brand and agency, he says.