IPA, APA and ISBA unite to improve production pitch process

The Pitch Process Initiative features a number of principles and associated key actions for all parties to agree upon.

They have been developed in acknowledgment of the increasing pressures on all parties, with the document stating that:

• From a production company perspective, the level of investment currently required is not sustainable.
• For agencies, project-based versus retained working, more nontraditional deliverables and smaller time and budget parameters have placed more pressure on production than ever before.
• For clients, clarity and clear direction are also increasingly vital.

The principles and key actions

1. Fairness

All scripts or other creative put up for pitch must be comprehensively finalised and approved for production unless clearly stated. Any payments of reasonable pitch hard costs to Production Companies by Clients via their Agency, in the event of a project being cancelled without award, should be discussed and agreed in advance of the pitch.

2. Transparency and communication

Honesty, respect, constructive feedback and openness from all throughout the process.

3. Economic sustainability and reasonable workload

Size, nature and timings of treatment should be mutually agreed and appropriate to the circumstances.

4. Orderly and timely process

As far as possible, sufficient time should be protected for pitch steps and all agreed deadlines adhered to, including client presentations and award.

5. Realistic briefs and expectations

Scripts should be developed and briefed with a viable budget, and pitches should be within that budget.

Commenting on the Initiative:

Eliot Liss MIPA, Head of Production, IPA:

"Directors’ pitches are uncertain and pressurised at the best of times. The least we can do is help each other out with respect, fairness and good communication. We hope that this cross-party Initiative and adjacent IPA/APA best practice guidance will facilitate this and improve the production pitch process."

Steve Davies, CEO, APA:

"This is an important pan-industry initiative to make pitching for commercials more efficient and reduce waste of resources, which will benefit production companies, agencies and advertisers."

Nick Louisson, Director of Agency Services, ISBA:

"Pitches encourage a dynamic and competitive industry. We’re pleased to work with the IPA and APA to release guidance that helps the industry reflect on the principles of a good production pitch process."

IPA/APA Production pitch best practice

Adjacent to the Production Pitch Process Initiative, the IPA and APA have independently formulated detailed best practice guidance on production pitches for their members. This six-page document covers all stages of the process, including:

• Planning - strategic and creative development
• Green light to production
• Pitch meetings
• During the pitch
• Awarding the pitch