MorganAnderson POV: “Quit whining about the pitch: It’s a valuable part of the process” by AdAge 4/7/08

In this op-ed by the president of a small creative agency, he hits the mark spot on: the agency pitch process is part of agency R&D. As this Morgan Anderson observer sees it, pitching is indeed part of an agency’s R&D and marketing/advertising process. When did you last see an ongoing campaign by an agency actually advertising its services to its target audience? Do agencies believe in advertising and spend their own money on it? Agency pitch costs, if kept within reason, become part of the agency’s Unbilled Direct Client Payments which are part of its overhead and a passed through to its current clients as a cost of doing business.

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