Everyone knows that Darwin developed the theory of the “Survival of the Fittest”. But almost no one fully understands what he really meant by it.
Darwin wasn’t talking about the kind of fitness that comes from visiting the gym. His use of the word relates to an earlier meaning – those that survive are the ones most appropriately adapted for the environment and surroundings where they find themselves.
To take a famous example, the dinosaurs were very ‘fit’ in the strength and health sense of the word. But they were totally unfit for the changed circumstances of the planet after the asteroid strike. It was the smaller, apparently weaker mammals who were ‘fitter’ for the changed earth, and were able to survive and then go on to thrive.
The traditional pitch uses processes no longer fit for purpose
Let’s apply this proper application of the word “fit” to the advertising world, and in particular to the business of pitching for business.
Pitching is broken is a refrain that we hear all the time. The facts are that it is not broken, it is a highly necessary and valuable process for the industry. The problem is that it is too frequently done badly, causing all sorts of problems for all those taking part.
More specifically, the pitch processes most commonly followed are no longer fit for purpose. Why? Because they were established thirty years ago or more and have hardly changed since.
They were created in the ‘mad-men’ days when an agency was asked to present its great creative ideas, maybe five minutes on a media plan and nothing much else.
But the world of advertising has changed out of recognition since those days. Marketing has become far more complex, multiple media options require new specialisms, the digital age has transformed the whole way brands talk to their customers, and the pace of change continues to grow.
And yet the pitch process has hardly moved. Time to recognise that the asteroid has struck the old ‘mad men’ agency and marketing world and it’s time for a new approach to pitching – one that is fit for purpose
The ‘one-size-fits-all’ pitch process is dead
TrinityP3 has recognised this state of affairs and adapted the pitch process to the new marketing world with BetterPitch.
BetterPitch features a rigorous central process which allows endless adaptability. This is key to its success – no two client requirements are the same, and there is no cookie-cutter approach to the pitch that will satisfy those requirements.
Client teams need differing ranges of marketing competencies to support their objectives, different structures to their agency teams to produce the results, different martech, different reporting – the list is endless. Flexibility is the watch word in running a complicated pitch, and that is key to maintaining fitness for purpose.
Cultural alignment is as important as core competencies
There is another side to the fitness question. Agency appointments need to recognise that the culture of the agency must be the right one for the client team, just as importantly as the range of skills on offer.
This doesn’t necessarily mean that the culture of the two organisations should be the same. A client team might be looking for all sorts of input from its agencies, maybe regularly challenging the direction of travel, offering different insights – it doesn’t have to be purely about enjoying working together (although that usually helps)
BetterPItch offers both teams the chance to actually work together on problem solving, an extended test drive not just a showroom demonstration. We find this is equally important for the agency team – they need to know how the client works just as much as the other way around.
Successful long-term relationships must be fit for purpose
The most productive client-agency relationships tend to be long term ones. Client and agency teams work well together to produce a high-performing working environment, focused on the health and success of the brand.
This can only happen of the relationship itself is for purpose, in every sense – structural, cultural and financial.
TrinityP3’s experience shows that the best relationships are built on a pitch that rigorously examines all of these key aspects.
BetterPitch brings fitness for purpose to all pitches
It’s one of our “Five F’s”, the principles behind the platform of Fast, Fit, Focus, Fair and Fun. And flexibility is a key part of fitness.
We promise to bring all of these to every pitch we run, to achieve a better result for everyone involved.
You can read more about the BetterPitch framework here or contact us here about how we can help make your pitch a BetterPitch.
