In a groundbreaking move, the Institute of Practitioners in Advertising (IPA), the Advertising Producers Association (APA), and the Incorporated Society of British Advertisers (ISBA) have joined forces to overhaul the production pitch process across the industry. This new initiative aims to address the increasing challenges and pressures that have long plagued production companies, agencies, and clients alike.
Unveiling the Production Pitch Process Initiative
The newly launched Production Pitch Process Initiative introduces a set of principles and actions designed to foster fairness, transparency, and efficiency in the pitching process. Acknowledging the unsustainable levels of investment and the intense pressure on all involved parties, this initiative sets out to create a more supportive environment for everyone in the production chain.
Five Pillars of Change
The initiative is structured around five key pillars:
- Fairness: Ensuring all creative scripts are finalized and approved before pitching, with agreed terms for compensating pitch costs in case projects are cancelled.
- Transparency and Communication: Promoting open dialogue, honest feedback, and respect throughout the pitching process.
- Economic Sustainability and Reasonable Workload: Adjusting the scope and timing of treatments to ensure they are manageable and mutually agreed upon.
- Orderly and Timely Process: Protecting enough time for each stage of the pitch, adhering to deadlines, and maintaining an organized schedule.
- Realistic Briefs and Expectations: Developing pitches within viable budgets and setting achievable expectations based on clear and concise briefs.
Industry Leaders Weigh In
Eliot Liss MIPA, Head of Production at the IPA, highlighted the critical need for mutual support and good communication: “Directors’ pitches are uncertain and pressurised at the best of times. We hope that this cross-party initiative and the accompanying best practice guidance will facilitate a much-needed improvement in the production pitch process.”
Steve Davies, CEO of the APA, emphasized the benefits of the initiative: “This is an important pan-industry initiative to make pitching for commercials more efficient and to reduce the waste of resources, benefiting production companies, agencies, and advertisers alike.”
Nick Louisson, Director of Agency Services at the ISBA, remarked on the dynamic nature of pitches: “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.”
Additional Resources
Adjacent to the Production Pitch Process Initiative, the IPA and APA have also independently developed detailed best practice guidance for their members. This comprehensive six-page document covers all stages of the process, from planning and strategic development through to pitch meetings and the final awarding of the pitch.
Looking Ahead
With this collaborative initiative, the IPA, APA, and ISBA aim to create a more structured, fair, and supportive pitching environment that not only enhances the creativity and effectiveness of campaigns but also supports the well-being of those involved. As the industry evolves, this initiative may well set a new standard for how production pitches are conducted worldwide, promising a more sustainable and equitable future in advertising production.
Reference: https://ipa.co.uk/news/production-pitch-process-initiative/
