BSW: Pitches for small budgets
With the worsening economic situation, many advertising clients also seem to have developed a desire to invite pitches for anything and everything. The number of agencies invited is unreasonably high in many cases, says Frank Bodin, president of the association of leading advertising and communications agencies in Switzerland, BSW leading swiss agencies.
With the worsening economic situation, many advertising clients also seem to have developed a desire to invite pitches for anything and everything. The number of agencies invited is unreasonably high in many cases, says Frank Bodin, president of the association of leading advertising and communications agencies in Switzerland, BSW leading swiss agencies. In addition, more and more budgets are being split up and put out to tender individually for pitches, or pitches are being invited for very small projects.
Since the situation is becoming increasingly difficult for agencies, the BSW board now recommends that its members no longer offer creative presentations for small pitches for budgets under CHF 300,000, but limit themselves to a strategic discussion with the clients. Instead of creative pitches for very small projects, there are more suitable and more efficient ways of evaluating agencies, both for the client and for the agencies, according to the agency association. If one considers that agencies, even with larger budgets, can only realize a profit in the second year of cooperation with a client, it becomes clear that such mini-pitches are also not economically justifiable.
On the association's website, the "Guide to choosing an advertising agency" lists the important points according to which clients can evaluate and check potential agencies. In a strategy workshop or by means of an individual assignment, the client can find out whether the agency is the right partner for him.
Since the situation is becoming increasingly difficult for agencies, the BSW board now recommends that its members no longer offer creative presentations for small pitches for budgets under CHF 300,000, but limit themselves to a strategic discussion with the clients. Instead of creative pitches for very small projects, there are more suitable and more efficient ways of evaluating agencies, both for the client and for the agencies, according to the agency association. If one considers that agencies, even with larger budgets, can only realize a profit in the second year of cooperation with a client, it becomes clear that such mini-pitches are also not economically justifiable.
On the association's website, the "Guide to choosing an advertising agency" lists the important points according to which clients can evaluate and check potential agencies. In a strategy workshop or by means of an individual assignment, the client can find out whether the agency is the right partner for him.
