Marketers lack clarity on budgets and briefs, say agencies

Pitch process: client briefs should be better articulated
Pitch process: client briefs should be better articulated

Fewer than half of agencies believe that client briefs are well articulated and that the marketers' requirements are clear during a pitch.

The findings from the IPA’s new business survey, conducted during the first three months of 2013, also highlight that just 38% of agency new business people felt the client’s budget was clear upfront, with 68% saying the "business opportunity" was clear at the start.

22% said the overall management of the pitch process was poor or very poor

Some 53% agreed or strongly agreed that key stakeholders were involved throughout the pitch process, while only 39% said they had "adequate access" to these marketers.

Nearly a quarter of those surveyed said the overall management of the pitch process was "poor or very poor", with 29% describing it as "excellent or very good".

"Last year over 400 pitches were conducted in adland so it is vital that we are as proactive as possible in this area," said IPA president Ian Priest. "Both clients and agencies need to adapt together to continue to improve how we pitch and when we pitch, to achieve best practice for the benefit of all parties."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers