The document provides tips for successfully pitching a project to clients. It discusses how pitches bring stress due to tight timelines (paragraphs 1-2, 4-5). Effective pitches require planning, a great team, well-executed presentations, and protecting the agency contractually (paragraphs 3, 5-6, 8, 15-16). The pitch process involves research, budget approval, defining goals and audiences, and leaving clients feeling excited (paragraphs 12-14).

4. Why a Pitch is a Bomb?
1. Suddenly happens
2. Breaks the daily routine
3. Needs time, more time, much more time
4. But all the things must be done in a short time
5. Always a tense process
6. Brings nervous (breakdown)
7. Needs attention and care
8. Planning is a must
9. Makes Boss Nervous!

5. Requirements for a Pitch
1. A great project manager
2. A well written brief
3. A good strategy
4. Brilliant idea and a good story*
5. Excited creatives and calm account
people
6. Time management is vital
7. Overtime working hours
8. A well executed presentation
9. Lots of Orange !
10. JOY and Enthusiam
* Numbers tell, Stories sell

6. The Process

9. Before entering a pitch, you MUST research, discover and
receive "buy-in" on a number of things
in order to earn the client's trust and the elusive "approval:"
✓ Define and approve the budget (this can change AFTER
you pitch)
✓ Define the client’s goals and objectives
✓ Define the audience, demo and geographic location of
the intended customer
✓ Define the media types you are prepared to create for
within the budget
✓ Define the schedule of the creative and its perceived ROI

10. Who is in the room?
• The client(s)
• Account representative (Account Executive)
• Creative representation (Creative Director)
• Interactive/development representation
(ICD/IAD; Developer)
• Agency Executive (Partner, VP, Executive)
Alternates:
• TBD based on campaign complexity
Dress

11. In The Pitch
• Open with a story of how you got to this point in the process
• Be positive and entice the room to feel your excitement about
what they’re about to see
• Talk about the process and the “countless” concepts
that have lead you to:
• Concept 1 - (Insert story title narrative here)
• Concept 2 - (Insert story title narrative here)
• Concept 3 - (Insert story title narrative here) - THE WILD CARD

12. The Concept

13. Campaign Elements

14. JEDI Mind Trick
• Make sure the clients seen ALL the work before commenting
• If asked for a recommendation - have one. Be sure to point out, however,
that ALL the
examples will work for their needs and be successful
• Listen and understand the client's concerns. Have someone taking notes at
all times
• Assess any concerns as they pertain to the goals
• Define how the creative has accomplished the goals (ideally beyond what
was requested)
• If you have case-study materials from previous clientele – support the ROI
• Review final comments and close the meeting
• If they do not like any direction, do not give them the work as a “leave-
behind”
• Always leave upbeat and positive that you will deliver the perfect FINAL for
Approval

15. Secret Weapons and Kill Moves
All your work should be contractually approved prior to start
• Assign the client a contact person (AE); request a single point of contact with
client for approvals
• Keep strict hours, descriptions on work performed and labor rates for each duty
• Use an online approval management system (AMS) such as Basecamp
(www.basecamphq.com)
• Apply the fee for the (AMS) within your contract
Self Protection

16. Secret Weapons and Kill Moves
• Your schedule should have “not to exceed” hours written within your revision process
• Issue change orders to clients who abuse the contracts - AKA “SHOCK COLLARS”
• Make sure all work created can be used within your portfolio contractually
• Ensure your contract allocates additional charges for fonts, photos and external vendors if
necessary
• Make sure you create and receive approval signatures THROUGHOUT the process of the work
• Contract Signing
• Research Approval
• Creative Approval
• Project Closure
Self Protection

17. May the God of Pitch be with you!
Thank you…