Blog 3: The Summer Pitch

Bruce provides descriptions of different types of marketing communications or “MarCom,” in chapter four. He then introduces the audience to Howard Gossage, the “Master of the Matrix.” Steel, in chapter two, discusses the history of account planning and his experience entering the field.

In Truth, Lies & Advertising, Steel mentions the role of the account planner in a pitch. He mentions that the way a planner presents a compelling argument and storyline about his or her agency’s efficiency in planning could substantially increase the likelihood of a particular agency winning the pitch.

             This summer I learned the importance of a compelling argument and storyline in winning a pitch. I was given the opportunity to develop an advertising campaign for a small furniture store in Duncanville. At first I was reluctant, I had only taken one course for advertising last spring and felt that perhaps I was not prepared enough to handle such a feat. In the beginning my client and I did not communicate well. She did not understand the importance of giving me a budget. I explained to her that what was “cheap” or “expensive” to her, might not be to me and I needed her opinion so I could create work that she liked. After showing her different prices for website domains, paper, postage, etc. we came to an agreement and she finally gave me a budget. Although her and her husband had received other advertising offers, she decided to choose mine and trust I would develop the best campaign I could. In the end I designed for her two print ads and a website. She decided to trust me because I demonstrated to her that I was willing to work with her to come up with the best strategy for her business, where as the other “agencies” had just given her a proposal without her input or suggestions. By showing her a compelling argument through discussion with her about the budget and through my actions, like being flexible with her suggestions, she decided to pick me to create her campaign. I won that pitch, now as I prepare for this semester I will apply what I learned from Steel and my experience over the summer with hopes of winning. 

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