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."

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