How Can The Pitch Process Be Improved?

Upfront announces next Straight-Talking event – 12 June 2018, The Soho Hotel

Pitching has always been a hot topic among agencies and brands and in recent months many are calling to rid the agency world of the pitch. As marketing budgets continue to feel economic pressures, new business is becoming increasingly competitive at all spending levels, and many are searching for a different solution – a practical, streamlined alternative to the traditional pitch.

On 12 June 2018, agencies and brands will come together for a panel discussion, hosted by Upfront Business Development, to examine the pitch process and debate how it can be improved.

The panel for the morning will be made up of agencies, brands, intermediaries and procurement – all bringing a different perspective.

The Brand Perspective

Carolyn McKeever is Shell’s Global Head of Downstream Marketing Communications. Her team develop the communication strategies and creative executions that drive consumer demand for Shell’s multi-billion dollar retail and lubricants global brand portfolio, across 40+ markets. She leads the capability programme on Integrated Marketing Communications and is committed to maximising professional competence within Shell’s global and local marketing teams. Prior to Shell she was at Boots, Zurich Financial Services and OgilvyOne. She has just conducted a comprehensive global agency review, project name ‘Agency of the Future’ and aims to share what she has learned at our event.

The Agency Perspective

Speaking exclusively from an agency perspective, Nina Jasinski, Chief Marketing Officer at Ogilvy, will draw from her extensive marketing experience across all disciplines. Having spent an equal amount of time working in advertising, as well as direct and digital agencies, she understands issues of integration, digital and convergence perfectly.

The Intermediary Perspective

Charlie Carpenter, Managing Director of Creativebrief will draw from his experience of working closely with both brands and agencies. Under Charlie’s direction Creativebrief has set a disruptive course, focusing on the power of technology to transform how brands and agencies can work together to create great content. Creativebrief are calling for more appropriate and effective alternative, which is fit for today’s landscape and previously hosted an event on ridding the agency of the pitch, as we know it.

The Procurement Perspective

Tina Fegent will be sharing her insights from a procurement perspective. She has a unique background having worked for both clients and agencies and was one of the first globally to get involved in Marketing Procurement. In 2006, she set up Tina Fegent Consulting to offer a procurement consultancy service to clients.

The discussion will be led by Robin Bonn, founder of New Business Management Consultancy, Co:definery. Robin has spent his whole career in new business, winning pitches for Skype, Eurostar, Fujitsu, Experian, Spotify, P&G, ITV, Microsoft, Facebook and Ford, to name a few. He launched Co:definery when he realised that agencies really are their own worst enemies, and in his own words said: “they keep churning out the same generic new business plans, wondering why they always get what they always got.”

Jody Osman, Managing Director at Upfront Business Development, said: “We’ve increasingly found both clients and agencies questioning the traditional pitch process and looking for a better way to find the right partners. We decided to bring together clients and agencies to discuss how the pitch process can be improved, as well as bringing in both the procurement and intermediary perspective who increasingly have a crucial role to play.”

The event will begin with breakfast at 8:30am, where there will be a chance to network with a mix of agencies and brands. The panel discussion will take place in the Screening Room, where the process around pitching will be closely explored by the panel, opening a Q&A at the end to the audience.

Register for tickets here.
Early bird ticket offers are on sale at a discounted price until 1st June 2018.

For further information contact Leiley Sanei on 020 3861 4450 or visit the Upfront website.


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