The industry body for Australia’s major advertisers has for the first time offered advice to its members accepting the principle that agencies should be paid to pitch.
In its newly updated How To Manage A Pitch Guide for members, the Australian Association of National Advertisers suggests that when a full creative pitch is called, agencies should have their costs covered. However, it does not go as far as urging that agencies should always be paid to pitch.
It also advises clients against offering a token or “insulting” amount.
The guide has been based on input from members and advice from the World Federation of Advertisers.
Aana CEO Scott McClellan said: “In some circumstances it may be appropriate for advertisers to pay the agency for the work they have done in the course of a pitch. For the first time, the Pitch Guide maps out when and how this should be done.
In its newly updated How To Manage A Pitch Guide for members, the Australian Association of National Advertisers suggests that when a full creative pitch is called, agencies should have their costs covered. However, it does not go as far as urging that agencies should always be paid to pitch.
It also advises clients against offering a token or “insulting” amount.
The guide has been based on input from members and advice from the World Federation of Advertisers.
Aana CEO Scott McClellan said: “In some circumstances it may be appropriate for advertisers to pay the agency for the work they have done in the course of a pitch. For the first time, the Pitch Guide maps out when and how this should be done.
- 3/15/2012
- by mumbrella
- Encore Magazine
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