Skip to main content

United Kingdom – The Institute of Practitioners in Advertising (IPA) and the Incorporated Society of British Advertisers (ISBA) have launched a campaign to improve presentation behavior for the benefit of people, planet and profit.

The campaign, called the Pitch Positive Pledge, aims to address the perceived lack of consideration of human and environmental costs when pitching to companies in the advertising industry.

Commitment signatories will need to outline the various considerations they need to take into account during the before, during and after stages of the submission process.

So far more than 70 companies have accepted the pledge, including Samsung, Boots, Virgin Media, Nationwide Building Society and Nestlé, as well as PWC, AAR, Wunderman Thompson, BBH and VCCP.

To measure the impact of the Pitch Positive Pledge, the IPA and ISBA will commission a survey of agencies and clients to compare current pitch activity with questions about mental health, waste, cost and efficiency.

The initiative will report on completed presentations to showcase best practices, and client and agency engagement on the engagement will also be incorporated into ongoing industry professional press reports.

Julian Douglas, President of the IPA and Vice President and International General Manager of VCCP, said: “The Pitch Positive Pledge is not a marketing tool. It is a call for a change in behavior in the industry.

“By signing up to the Pledge, agencies and clients make a clear commitment to the positive mental health of their staff. At the same time, we hope it will lead to better wealth for their businesses by reducing unnecessary waste, in terms of resources, time and energy.

“This is our chance to really make a difference for the benefit of our current industry employees and for future generations for whom we hope conditions will be fairer and even more enjoyable.”

Andrew Lowdon, Director of Agency Services at ISBA, said: “Signing on to this pledge offers clients, intermediaries and agencies the opportunity to take a fresh look at their referral behavior.

“The Pitch Positive Pledge does not seek to change the process by which pitches are executed, it seeks to make the process more intentional and to operate with greater consistency through better planning, preparation and project management.

“There is nothing new or onerous about engagement, only the behaviors employed throughout make a difference.”