NEWS
A year like no other for media pitches By Paul Phillips
In 2021 I was faced with a new challenge for the first time in the 24 years that I’ve been a consultant. Instead of media agencies raising their hand to any and every new business opportunity, I found myself having to pitch AAR media opportunities against those of other consultants, as well as CMO’s and their procurement colleagues going to market without any external support. As we all know, the market was awash with media new business opportunities from the start of January without let up through to the 28
end of the year. At face value this appeared to be good news for agencies and, where appropriate, their holding company owners. But against the unprecedented (there’s that word again) backdrop of a disrupted (and that one) marketplace what have we learnt that will result in long-term media pitch behaviour change? (Bingo!) The catch-all answer is that I think some things will change for good and others will stay the same (what else is there?). So, here’s what I think will change for good:
