I was running an advertising pitch for a large University a year or so back and the brief was very specific – they wanted an advertising agency to run an advertising campaign. The pitches were taking place at RSW’s office over one day. At the end of the day I had a de-briefing with the marketing director who was the client making the decision.
She said that although one of the agencies had really grabbed her attention, she would find it very difficult to use them because they had pitched themselves as an integrated agency and had provided an integrated solution; I said, “Well, what’s wrong with that! Surely that’s a good solution!” She went on to explain …
She had been tasked with finding an ADVERTISING agency. There were other people within the organisation who were responsible for the other disciplines; there was an online marketing manager, a DM manager and a PR manager. All these people had their own agencies and were very protective. If she chose the integrated agency, it would cause just too many political problems for her. So she discounted them. Shame really.
So, what COULD that agency have done? Here’s my view.
When asked to answer an advertising brief, pitch an advertising solution that would take up the budget you have been told to work to. Then, show them examples of how that big idea could work across other disciplines “if you decided to get your other agencies to follow our suggestions, or indeed, were to ask us to take the idea further”.
This way you are not encroaching onto any areas you have not been asked to explore but are showing your integrated thinking.