Is Pitching Broken? Charlie Carpenter on the Future of the Pitch
Creativebrief
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Creativebrief CEO, Charlie Carpenter, spoke to Campaign about the future of the pitch sharing his thoughts on streamlining the RFI process with technology, co-authoring briefs, and moving away from solutions to a focus on the interrogation of the brief.
Is pitching broken? How to fix it
He proposes an initial chemistry meeting for advertisers to see up to five agencies, which are whittled down to three for a half-day meeting in which a brief can be co-authored.
“This would allow the two parties up front to better understand and interrogate the client’s challenge, stress test it and workshop it and spend some time with them really digging deep. You would then appoint an agency on the back of that.”
He maintains the current process is too long, with stages that are often not necessary in finding the right partner. He also advocates using technology to “streamline the RFI process... If you adopt this model you could half the pitch process time.”