MY agency heads spill the tea on bad pitching etiquette

Pitching is undoubtedly a demanding process and discovering that you haven't secured the pitch can be quite discouraging. Some companies sit down with agencies to offer insights and reasons behind their decision and why they were unsuccessful, but there have been instances where agencies are left in the dark for months, wondering what ever went wrong. 

According to Andrew Lee, CEO of the Association of Accredited Advertising Agents Malaysia (4As), certain pitching etiquettes have becoming increasingly noticeable in Malaysia. One such issue is the disparity between the deadlines for pitch submissions and the decision-making period. 

"Advertisers sometimes impose a relatively short deadline for submitting proposals, typically around two weeks," said Lee. However, these advertisers then take an "inordinately long time", or up to three months, to make a decision, said Lee. 

Lee explains that it is crucial to communicate pitch outcomes after finalising the contract and compensation terms with the winning agency and that feedback is essential for all shortlisted agencies. This is because it offers them insight into why they were not selected and allows them to learn from the process.

"If none of the shortlisted agencies meet the requirements, detailed feedback should be given, and a new challenge issued. This approach ensures that the problem is not with the agencies but potentially with the brief itself," said Lee. 

Another troubling practice involves the inclusion of dubious clauses in Non-Disclosure Agreements (NDAs). "Some companies have been found to sneak in provisions that claim full rights to the ideas presented in the submitted proposals," said Lee.

"This tactic is perceived as an attempt to obtain free ideas without offering any compensation, undermining the value of creative work and exploiting the intellectual property of the pitch participants," he added, explaining that this approach is widely regarded as one of the lowest forms of unethical pitch behaviour as it not only strains the relationship between clients and creative professionals but also stifle innovation and trust within the industry. 

According to Lee, the do's and don'ts of treating agencies during the pitch process are: 

Do’s:

1. Request relevant credentials and cases
2. Provide weightage to evaluation criteria
3. Facilitate face-to-face interactions
4. Offer feedback post-process

Don’ts:

1. Overemphasise pricing
2. Set unrealistic turnaround times
3. Request creative responses at RFI stage 

"By adhering to these guidelines, marketers can ensure a respectful and ethical pitch process, ultimately leading to more fruitful collaborations and higher-quality creative outcome," explained Lee.

That said, MARKETING-INTERACTIVE spoke to industry heads in Malaysia about some of the horrible practices they have seen in the pitching process and how clients can do better to improve the industry. 

Don't miss: The do's and don't's: Agency heads spill the tea on bad pitching etiquette

Said Bani, managing director, bzBee Consult

"Effective pitch etiquette is essential for organisations to maintain fair and ethical practices when calling for pitches. Organisations should tailor their processes to match the unique nature of consultancy services, ensuring that pitches are evaluated transparently and timely feedback is given," said Bani.

"Some organisations lack proper preparations for pitch requirements and even use generic templates, which end up making no sense for some services they’re seeking. Fair play includes allowing reasonable timeframes and avoiding overwhelming smaller agencies by pitting them against larger counterparts or putting larger agencies at a disadvantage by looking at costs as a deciding factor. Adhering to these practices fosters a more respectful and efficient pitch environment," he added. 

What are some horrible ways you’ve been informed that your pitch was unsuccessful?

a. Total silence with no feedback: After putting in so much effort to meet very short deadlines, the organisation failed to make any effort to communicate whether the decision had been made or if the pitch was still under consideration.

Having a long delay between the pitch submission and the rejection notice can hinder planning and resource allocation for other projects.

b. Connected to the above, ambiguous communication by the organisation when agencies follow up on the results, months after, leaving the status of the pitch uncertain, causing confusion and frustration.

c. Generic rejection emails are another unacceptable practice that show no respect for the effort (and sometimes costs incurred by agencies to buy the pitch documents). Receiving a boilerplate rejection email that offers no specific feedback is disrespectful and may be regarded as a display of arrogance by organisations.

The same can be said of blunt rejections – receiving a curt or insensitive message that disregards and shows a lack of respect for the time, effort, and professionalism invested into the pitch.

d. Finding out from the grapevine or public announcements: this reflects total disrespect and lack of professionalism of the organisation.  

Our worst pitch rejection came from a State Government Agency. After inviting over 10 agencies, we and four others were shortlisted but not called for a physical pitch.

Two months later, we were informed that we and a multinational company were chosen as the two finalists. After another month of silence, their procurement department contacted us to negotiate prices, revealing we had the most comprehensive proposal.

Post-negotiation, they went silent. Two more months passed, and we learned through the grapevine that the multinational agency was chosen. Only when we called to verify did procurement confirm that despite the evaluation committee's recommendation, management selected the multinational agency, without sharing any other reason.

How could the organisation have approached it better?

The organisation should have maintained clear and consistent communication throughout the process. They should have promptly informed shortlisted agencies about the evaluation timeline and adhered to it. If further negotiations were required, these should have been conducted transparently and efficiently. The organisation should have communicated its final decision directly to the agencies involved, providing constructive feedback and the rationale behind the choice.

This approach would demonstrate professionalism and respect for the agencies' time and effort. Finally, revealing that one agency had scored higher yet appointing the other was unethical and raises the issue of transparency and dishonesty.

What was the best way a client informed you of an unsuccessful pitch decision?

One incident that I will never forget was when we were one of two finalists in a pitch and were subsequently informed that our proposal had won. Awaiting formal confirmation, the CEO requested an urgent meeting and arranged a hi-tea. Unfortunately, the CEO explained that their board of directors had decided not to proceed with the project. Her personal touch and frank explanation appeased our dissatisfaction and avoided anger. She even committed to compensating us with smaller jobs, valuing our time and effort over the six months. This approach demonstrated respect and professionalism, building and later preserving our professional relationship.

What is one pitch etiquette you live by?

Honesty and ethical practices are vital parts of pitch etiquette. Agencies should never bypass processes or exploit insider contacts. A strong pitch should rely on the merit of the submission. Winning should be based solely on the quality of the proposal. If unsuccessful, accept it gracefully and move forward, knowing the effort was genuine and professional. This approach, if practiced by all agencies, will build credibility and trust in and of the industry.

Vanitha Selvathurai, head, Carat Malaysia

What are some horrible ways you’ve been informed that your pitch was unsuccessful?

In my over 15 years of managing pitches, I have encountered a range of experiences. Some of the less-than-ideal experiences include abrupt emails that lack context or empathy. You’re left wondering what went wrong and why. Another not-so-great scenario is the dreaded silence. It leaves you hanging, unsure of where things stand.

How could the organisation have approached it better?

As a potential media partner that is always seeking to meet the evolving needs of our clients, we appreciate transparency and professionalism. Constructive feedback, even if it’s a rejection, helps us learn and grow.

What was the best way a client informed you of an unsuccessful pitch decision?

Conversely, the best feedback are from clients who take the time to explain their decision and adhere to a structured pitch process. They point out strengths, potential, and weaknesses, offering actionable insights in fine-tuning specific areas. These are not generic rejections; they are thoughtful feedback that motivates improvement and can uplift spirits despite an unsuccessful outcome.

I believe every party in the pitch process can improve the process better. In conveying a pitch decision, direct and constructive conversations, rather than a one-sided email, go a long way for all parties, while having empathy in acknowledging the effort put into a pitch and expressing appreciation for it. On the other hand, I do believe that agencies also need to understand that not all our pitch responses fit the current need of clients.

What is one pitch etiquette you live by?

I believe every pitch is growth opportunity for both the brand and the agency. Whether it is a win or a loss, it is part of the journey. If a pitch is not meant for us to win, it is okay. Success is not just about winning; it is about challenging, learning and growing ourselves. So, I approach each pitch with enthusiasm, knowing that even if it doesn’t pan out, it is a valuable experience. And who knows? The next one might be the perfect fit.

Peter de Kretser, chief executive officer, GO Communications

What are some horrible ways you’ve been informed that your pitch was unsuccessful?

To be fair any unsuccessful pitch is rather horrible to hear. The key is seeking lessons learned (if provided) for improvement and a solid rationale to attack the next one even harder.

How could the organisation have approached it better and what was the best way a client informed you of an unsuccessful pitch decision?

One would argue, the bug-bear for most within the pitch process is often the unknown. The waiting game can be a painful affair notwithstanding possible delays or the infinite drift toward no decision or non-action taken. Most will respect the referee’s decision in a timely, courteous manner.

What is one pitch etiquette you live by?

Honesty, transparency and constructive feedback are always the best policy.

Andy See Teong Leng, principal partner and managing director, Perspective Strategies

What are some horrible ways you’ve been informed that your pitch was unsuccessful?

One of the worst experiences is getting no response at all, despite multiple follow-ups. We really appreciate being informed of the outcome, even if it’s bad news. We understand that in pitching, there will always be some "misses". However, being left in the dark is extremely frustrating.

We usually find out the pitch results eventually since we are friendly with many other agencies. It is quite awkward to hear it from the market instead of directly from the client. Moreover, we could have used that unnecessary wait time to plan our resources effectively.

How could the organisation have approached it better?

Be more open and straightforward, inform us immediately of their decision. We are also keen to know the reasons behind the decision. Understanding the gaps and why we were not selected is an essential part of our learning process.

One of my best experiences involved the company calling me directly, explaining the reasons and highlighting the gaps in our proposal. They also shared the key factors for choosing the other agency. Such feedback is invaluable and helps us refine our approach, reinforcing the notion that failure can be the best lesson. The frank conversation helped maintain our good relationship. Eventually, they did become our client on other assignments.

Maintaining good relationships benefits all parties. Clients must realise that if they do not show courtesy and respect to agencies, over time it will be very difficult to invite agencies to pitch. Many companies today have gained a bad reputation in the market and are having difficulty getting enough agencies to submit a tender as a result.

What was the best way a client informed you of an unsuccessful pitch decision?

The best way was through a simple phone call. In today's fast-paced world, an email or message is also acceptable, ideally with an offer to discuss the decision over a call if needed. This direct and personal approach added a human touch to the communication and demonstrated the client’s respect for our efforts. It helps maintain a positive relationship and opens doors for future opportunities. In fact, that company eventually became our client when the incumbent ended their contract.

What is one pitch etiquette you live by?

Mutual respect and transparency.

Pitching is a two-way process and we also use the pitching process to decide if we want to work with a particular client. Ideally, it is best if clients limit pitches to three agencies because preparing proposals is time-consuming. If more than three agencies are involved, we should be informed from the start so we can decide whether to decline.

Inviting the entire industry to a pitch is not transparent or fair, neither is keeping agencies in the dark about the pitch process. We may eventually find out about conditions we find disagreeable through other means and withdraw from the pitch, and our time could have been better used.

Additionally, pitch deadlines must be reasonable. There should be a minimum of two weeks for urgent assignments and longer duration for complex assignments. Rushing the agency to submit proposal within days is unlikely to yield a good result. The proposal would merely be a cut and paste job. Is that what the client wants? Companies and brands must be cognisant of that.

Syed Mohammed Idid, general manager, Strategic Communications & Stakeholder Engagement, West Coast Expressway (WCE)

"As a PR practitioner committed to honesty, integrity, and transparency, I believe that maintaining high ethical standards extends to all aspects of our work, including the pitch process. While winning pitches is crucial for agencies, how organisations handle rejections is equally important for fostering a healthy industry ecosystem," said Syed.

What are some horrible ways you’ve been informed that your pitch was unsuccessful?

One of the most disheartening experiences in my career was when a client informed us our pitch was unsuccessful, only to see them using our ideas in a campaign with another agency six months later.

This lack of respect for intellectual property not only damages trust but also discourages agencies from presenting their best, most innovative ideas during pitches.

How could the organisation have approached it better?

Organisations can significantly improve their rejection process by:

1. Providing timely feedback: Don't leave agencies hanging for weeks or months.

2. Offering constructive criticism: Help agencies understand where they fall short.

3. Respecting intellectual property: Never use ideas from unsuccessful pitches without permission or compensation.

4. Maintaining professionalism: Avoid ghosting or dismissive behaviour.

What was the best way a client informed you of an unsuccessful pitch decision?

The most positive rejection I received involved a client who took the time to schedule a call. They provided specific feedback on our pitch, explained their decision-making process, and even offered to keep us in mind for future projects that might better align with our strengths. This approach left the door open for future collaboration and helped us improve our pitching strategy.

What is one pitch etiquette you live by?

My personal etiquette is rooted in the philosophy of "Be so good they can't ignore you." I focus on building a strong reputation through excellent work and client relationships, which often leads to clients seeking us out rather than constantly pitching.

Additionally, I live by the motto "I don't pitch, and I don't b****." This means approaching pitches with confidence in our work and maintaining professionalism even when we don't win. Bad-mouthing clients or competitors after an unsuccessful pitch is never acceptable – you never know when that client might return or when your paths might cross again.

In conclusion, fostering a culture of respect, transparency, and professionalism in the pitch process benefits both agencies and clients. By adhering to ethical practices and maintaining high standards, we can create a more collaborative and innovative PR industry.

Jonathan Tan, founder and managing director, VoxEureka

What are some horrible ways you’ve been informed that your pitch was unsuccessful?

I've experienced a few unfortunate ways of being informed that our pitch was unsuccessful. One of the worst is being completely ghosted, receiving no news or feedback whatsoever. In another instance, we were approached by the winning agency to partner with them, only to discover that our proposal had been included in the client's brief to them.

Perhaps the most disheartening experience was when a client casually mentioned, "Oh, we wanted to stick with our current agency; we just issued the pitch tender because we were required to."

How could the organisation have approached it better?

There are several ways organisations could handle this better. Firstly, simply informing us of the decision and providing objective reasons would be a basic courtesy, considering the significant amount of time agencies invest in proposals.

Providing a realistic budget indication upfront would also help avoid rejections based on proposals being deemed too high-level or unaffordable.

Additionally, offering a brief summary of what they are looking for in agencies' proposals—whether it’s a holistic brand strategy or just a burst of tactical ideas—would be very helpful. Ensuring that the evaluation criteria are clearly communicated and aligned with expectations is also crucial.

Lastly, organisations should understand that they are shortlisting a partner, not just evaluating campaign ideas or bargaining for services.

What was the best way a client informed you of an unsuccessful pitch decision?

One of the best ways a client informed us of an unsuccessful pitch decision was through a personal phone call. They took the time to convey the results and highlight what they appreciated about our proposal as well as areas in which we were lacking and could be improved. This was very respectful and constructive.

Another positive experience was receiving a detailed email that explained their decision-making process and provided constructive feedback. This helped us understand their perspective and improve for future pitches.

What is one pitch etiquette you live by?

One pitch etiquette I always adhere to is a spirit of mutual respect in the ask and process. This can be ascertained through several ways: clients providing a clear budget and explaining how agencies will be evaluated. Transparency in these areas helps set realistic expectations and ensures a fair process.

Additionally, I believe in getting on an introduction call to gauge the chemistry and dynamic between the client and the agency. This initial interaction can be very telling and set the tone for the potential partnership. Furthermore, pitching timelines must be realistic. A rushed pitch not only places undue pressure on agencies but also suggests a lack of respect for the craft and the value of the work being produced. Allowing adequate time for thoughtful and creative proposals ensures better outcomes for both parties.

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