Virtual Pitching: Steps to success in a world working from home

Viewpoint June 2020
The Ebiquity Guide to Virtual Pitching

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The Ebiquity Guide to Virtual Pitching

Introduction


During the course of the COVID-19 pandemic, brands and agency partners have developed new, remote ways of working.

Similarly, pitching has also moved online, with both advertisers and agencies having to adjust established processes, often with the help of independent consultants who have pivoted and redesigned the process for the virtual world.

Initially, brands reacted to the pandemic by pausing pitch processes already under way or postponing pitches they were planning. As a result, fewer pitches were run in H1 2020 compared with the same period in 2019 – worth half as much in terms of billings – but activity is picking up again in H2.

There are many aspects of virtual pitching that work well, including low or no travel, lower costs, increased agility, and broader access to clients. There are lasting lessons from this recent experience that all players in the industry intend to take forward to 2021 and beyond.

Some aspects of virtual pitching are less optimal, including attention deficit, the difficulty of building chemistry online, and Zoom fatigue. There are mitigating factors, but there are some elements of long-established, in-person pitching that many in the industry are keen to see return, once it is safe to do so.

 

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Author
Ebiquity team

This guide was developed by a collaborative team of Ebiquity’s global agency selection experts based in France, the USA, Singapore, and the U.K. We are also grateful to the industry professionals outside of Ebiquity who have contributed to this guide.

What it covers

This guide provides advertisers – and their agency partners – with guidelines on how to make the most of this new world. The guide is discipline agnostic and can be applied to any form of agency pitch. We have used our own experience of virtual pitching over the last few months and have also sought out external perspectives to encapsulate learnings from the advertiser community and across the media and marketing industry.

 
There are lasting lessons from this recent experience that all players in the industry intend to take forward to 2021 and beyond.