It’s easy for an agency to moan
about how unfair the pitch process can be and how expensive it is. We would all
love the client to see it from the agency’s side of the fence- but how many
agencies truly see it from the client’s side? Darren, our head of online
recently presented to his fellow board members an article in Campaign which
discussed the problems with pitching and summarised the issues in a lovely way.
It talked about how client pitches are either puzzles or mysteries. A puzzle
implies that the client knows the answer and the framework and wants to see if
the agency can solve it. Whereas a mystery sets up the question with no
predefined answer or framework- can the agency find a
solution? Read more on To pitch or not to pitch but who’s asking the question?…
Read more on To pitch or not to pitch but who’s asking the question?…
Newspapers, that is. Print costs are soaring, ad revenue is plummeting and readers are getting it for free online. The end has oft been heralded but this time it could be for real. In fact, we’ve already seen several go under Stateside and even more are struggling. Even our own Independent is mooting a shift online. Is it a bad thing? Isn’t it simply the natural shift from one medium to another? Obviously the real problem is keeping the generation of quality news content profitable – with a sustainable advertising model. Oh, and making sure there’s still somewhere for me to get my next free CD/DVD! The web moves at such a pace too. Isn’t there something reassuring about the calm, considered and well crafted writing of a broadsheet journalist versus the bang-it-out-quick-alism of a web hack?
Read more on Should we just let them die?…