From Adweek · Christopher Cicchiello · · 1m 10s
Agencies Shift From Pitches to Handshakes
Publicis and WPP clash over whether clients should skip pitches for direct deals.
In brief
Publicis and WPP clash over whether clients should skip pitches for direct deals. Publicis and WPP argue over whether clients should skip pitches for direct deals. Originally reported by Adweek.
Publicis Wins Clients Without Pitch
Publicis Groupe won PepsiCo’s media account from Omnicom without a pitch in September.
“Publicis Groupe scooped up PepsiCo’s media account from Omnicom without a pitch”
Publicis Claims Clients Prefer Deep Dives
Publicis CEO Arthur Sadoun said clients increasingly prefer deep talent and capability reviews over lengthy pitches.
“clients 'increasingly prefer a straightforward deep dive into talent and capabilities instead of getting into a lengthy, expensive, and heavy pitch process'”
WPP CEO Dismisses 'Handshake' Approach
WPP CEO Cindy Rose called Publicis' method a 'CEO handshake' and warned against bypassing due diligence.
“Nobody loves pitching... But I don’t think we do ourselves any favors as an industry of professionals by encouraging clients to bypass proper due diligence”
Publicis Defends Its Methods
Publicis replied in an open letter to WPP, saying Rose's comments sought to 'denigrate' clients.
“Publicis replied in a fiery open letter to Rose, defending its methods for winning new business and saying her comments sought to 'denigrate' clients”
Pitch Process Faces Reckoning
Agencies complain the pitch process is expensive, onerous, and often leads to ideas being stolen.
“agencies have long complained of funding the onerous and expensive process, where they inevitably give away their ideas for free”
Clients Decide Pitch Fate
Clients will choose between full pitches or direct handshakes for future business deals.
“Those that want to carry out a full pitch will; those that want to shake hands over a 'friendly espresso,' as Publicis said, will do that”
Agencies Focus on Client Growth
Agencies are expanding relationships with existing clients rather than seeking new business.
“70% of the design agency’s growth comes from client expansions”
The short version
Publicis and WPP argue over whether clients should skip pitches for direct deals.
