A sick patient that needs cancer treatment doesn't go to the doctor to get a liposuction. Yet, companies with ill-defined marketing goals seem to invite agencies for pitches for the all wrong reasons. Our agency was faced with this dilemma last week. The company was facing some serious problems that advertising would clearly not solve. We felt that spending money on communications would in best case be a pure waste of money and in worse case be strategically counter-productive. Although we aren't in the business of charity, we turned down the pitch invitation.
As an agency, you can either accept the pitch invitation, or you can rethink why you're in business in the first place: to sell services or to help clients improve their business. Usually, these two go hand-in-hand, but sometimes they don't. How do you respond to bad pitches?
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