So the NYT reported this week that a handful of agencies are on a new “reality” show on AMC called, The Pitch. I happen to work at one of those agencies and will be on our episode as I was part of the pitch team.
The premise of the show is simple; two agencies face off head-to-head against each other pitching a campaign for a major brand. If the client likes it, they can then agree to move forward with the campaign and you have a new client. The whole thing from client reveal to presentation lasts 7-10 days. It’s a speedy and hyper-focused version of a regular client pitch. There are no gimmicks…just filming the pitch process and the natural chaos and drama that comes with it.
Press has begun to flow so here are my initial thoughts about the show and some of the criticism that naturally comes with it.
I’ll be honest, not everyone at my agency was on board but when I was asked about whether or not I would want to participate my reaction was simple…F*ck Yes.
This Is A Cut Throat Competitive Business
A key aspect to success in advertising is to possess an uber competitive streak. I am competitive. When I dedicate energy to something I want to win. Even more than I enjoying winning, I hate losing. How much bigger of a competitive opportunity can you get than on national television? Bring it I say.
If You’re Not Confident In This Business, Find A New One
I sell ideas. If you’re not confident that your ideas are right for the client then you shouldn’t be selling them. If you’re not confident in your capabilities then you shouldn’t be wasting your employer’s time. The platform in which you showcase those ideas is irrelevant. Boardroom, TV, or boardroom on TV. I am confident in my ability as a digital marketer and look forward to showcasing those skills any chance I can get. This one just happen to be on TV.
The Real Secret Is That There Isn’t One
Ad people really need to get over themselves. We make advertisements, we don’t cure cancer. One of the major push backs I have heard or read about why people would NEVER be on the show is that they would never want to reveal the “secret sauce” of advertising. (that’s a quote, they actually said secret sauce). Well allow me to reveal the secret sauce, there isn’t any. Our business is to create ideas that solve our client’s objectives. That’s it. Some of us are good at this. Most of us are not.
It’s Business, Not Personal
To keep the lights at any business you need to continue to bring in new clients. When given an opportunity to possibly have a brand-new client within a 7-to-10 day window and also expose the agency into new markets it became a good marketing opportunity for us.
I can respect those who had a chance at this opportunity and turned it down. But they should respect those who decided to take the leap. I’ll have plenty to say as this circus goes on but this it’s 1 a.m. and my thoughts are running.
See ya on the flat screen.