If you are going to pitch your agency should you include the incumbent?
When going to market for a new agency it is very common for the advertisers or marketer to include the incumbent automatically in the pitch process. But in actual fact while this may appear on the surface to be the ’safe’ approach it comes with hidden risks and requires careful consideration which you can read about here. It can also places the incumbent in a difficult situation, stretching their resource, as they defend themselves against the new agencies invited to pitch while working to maintain the delivery of their clients work in progress. Often we have seen incumbent agencies fall into a number of the traps that exist in defending their position on the client’s roster which we explore here.
So it make us wonder and ask:
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