IAPI to debate pitching process

Tania Banotti, IAPI

IAPI has invited advertising industry leaders to a roundtable discussion on its new best practice industry guidelines for pitching. The morning seminar will be held in the Publicis agency on Tuesday, February 12, a day before IAPI publishes Finding the Right Agency, a guide on selecting advertising, communications, marketing and media agencies. The invite was extended by IAPI chief executive Tania Banotti (pictured above).

The discussion on the agreed approach to pitching is set out by IAPI along with ten agency managing directors. The event will include an overview of the new agreed guidelines. Banotti said contributions from the floor are encouraged. The issue of pitching has long been a bone of contention, with agencies expressing growing frustration at major advertisers, particularly those in the public sector, making excessive demands.

IAPI has already publicly requested that the final pitch list be restricted to three agencies, plus the incumbent, and that if the existing agency is not part of the advertiser’s future plans they should be excluded.

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