01 Jul 2019
There are many reasons why I took the role of CEO at AAR but the attraction of seeing inside the pitch was certainly a big draw.
I’ve always loved new business. The focus is on a challenge that doesn’t have client boundaries in the same way a day-to-day brief does. This is where we stretch ourselves strategically, creatively and commercially. It’s where an agency pushes its boundaries and evolves. There is nothing like that feeling when you win, and nothing like that feeling when you don’t.
If you work in an agency I can’t believe you haven’t had a moment where you’ve thought “I’d love to sit on the other side of the table in a pitch”. Or is that just me?
After my first eight weeks here, I sat down and thought about my initial observations and it dawned on me that with, my agency hat on, I’d have liked to hear about the things that jump out when you are, indeed, sitting on the other side of the pitch table.
So, I’m sharing my initial 10 observations on the creative pitches I’ve observed so far. Most of them apply to any type of pitch.