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Pitching for accounts: how to win
After scooping one of the biggest accounts in local advertising, M&C Saatchi founder Mike Abel shares his thoughts on how to win big advertising pitches in a tough environment
Standard Bank’s move to a new ad agency has reignited the debate about how to win big pitches in an environment where brands are demanding more for a whole lot less.After almost 30 years the bank has parted ways with TBWA\Hunt\Lascaris and has moved the majority of its business to M&C Saatchi Abel.While Hunt is putting on a brave face, saying it remains committed to a smooth transition, insiders tell the FM the agency is gutted and there is corridor talk of a headcount reduction. Hunts decided not to participate in the pitch, ostensibly for cost reasons, and that opened the door for M&C Saatchi to scoop one of the biggest accounts in local advertising.So how do agencies win pitches these days? That informed a conversation with M&C Saatchi founder Mike Abel, who says: "Critical to winning any pitch is ‘fit’. I think agencies and clients are much more focused on hard results they believe the agency will deliver for them."In the past there may have been a greater focus on the softer st...
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