What's Happening?
Isba has introduced a Pitch Consultant Guide aimed at increasing transparency in the commercial models of pitch consultants. This initiative is part of the Pitch Positive Pledge, developed in collaboration with the IPA and the Alliance of Independent Agencies. The guide is designed to help advertisers make informed decisions when selecting consultants for agency reviews. It emphasizes the importance of considering the value, transparency, and capability of consultancy support, rather than just focusing on cost. The guide outlines various intermediary services and commercial models, including client-funded consultancy, agency-funded services, win fees, and pay-to-play rosters. Advertisers are encouraged to understand how these models can affect agency access, resourcing, and selection bias, and to focus on transparency and outcomes.
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Why It's Important?
The introduction of this guide is significant as it addresses concerns about pay-to-play pitches, which can jeopardize agency-client relationships. By promoting transparency, Isba aims to ensure that advertisers can confidently navigate the pitch consultant landscape and understand the impact of their choices on agencies. This initiative seeks to foster open conversations between brands and consultants, enabling brands to select consultants whose approaches align with their needs and values. The guide also provides a checklist of questions for brands to ask before appointing a consultant, ensuring impartiality and transparency in recommendations. This move is expected to enhance the integrity of the pitch process and improve agency-client relationships.
