Should the agency pitch process change? Of course, it should. Some observations from an unusually broad industry panel. 


In June 2018, business development agency Upfront invited me to chair a panel on pitching. Instead of the typically dull agreement-a-thon, they deserve real credit for assembling such a senior and genuinely representative group.

We had Carolyn McKeever, Shell’s Global Head of Downstream Marketing Communications, and Ogilvy’s UK CMO, Nina Jasinki, representing the agency world, as well as a marketing procurement expert (with agency-side experience), Tina Fegent, and a client/agency intermediary, Charlie Carpenter from Creativebrief.

It was my job to get them to disagree with one another and see what happened.

The video above features my takeouts. For more content from the day, click here.