IIPM MANAGEMENT INSTITUTE
Prasoon Joshi of McCann Erickson disagrees. “I think it’s important for clients to pay for pitches. As a creative person leading a gifted team of colleagues – for days and nights, investing time, talent, energy and money towards making a pitch and then discovering that we have not been selected ‘but’ the essence of our creative idea used (read: filched) in the main communication is just not on! It happens all the time.”
Joshi believes that paying for the pitches will decrease the client’s tendency to go agency-shopping at the drop of the hat because it will pinch their wallet. “For me it is a moral, ethical and professional issue. A ‘credential’ presentation is fine but if a ‘creative solution’ is sought as a pitch theme, then there is collective focus, emotion and passion at work. And that must be reimbursed.”
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Source : IIPM Editorial, 2006
An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative
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