The Pitch is a reality show on AMC about advertising. The
premise of the show is two ad agencies meet with a prospective client and are
briefed on the terms of marketing expectations for a product/service. The two
agencies go back to their companies, within 7 days prepare their marketing
pitch, present the pitch to the client and the client hires the agency with the
best pitch. We, the audiences, are presented with a candid look at the creative
process for agencies as they come up with marketing ideas, strategies,
packages, and presentation.
Compared to other reality shows, the show is not dramatic. How
many everyday jobs are very dramatic? In 2012, how can advertising replicate
Mad Men which takes place in the 1960s? The truth is if The Pitch were a crazy,
thrilling, dramatic show, I would think it scripted. The show is a raw look
into advertising and unfortunately, for those not interested in the actual
content of the show or business media that raw look will be boring. However, if
you’re like me, this show is amazing. I love shows and documentaries that
explore business and I have an interest in marketing. This show is great at
teaching lessons that many across business fields can learn from.
While watching The Pitch, these are the
known-but-very-often-forgotten lessons the show presents:
Take and expect criticism
Usually, when the agencies are brainstorming on ideas, the
entire agency meets in a room to present ideas in front of everyone. Or, there
is one team chosen to work on the project or a few teams that go on their own
to brainstorm and expand on a few ideas and then present them as a team. Execs
and colleagues will openly criticize these ideas. Presenters can be told the
ideas are stupid, illogical, corny, disgusting and/or the insults that fall in between. The only thing to do is to
take the criticism and move on to the next possible idea or change the idea
criticized. When presenting ideas, expect criticism. Learn to take it and move
on.
Expect questions and also ask them
Maybe your idea gets picked. It’s time to work on the ad campaign.
Expect that as campaign ideas are presented, people will ask questions. This isn’t just criticism – an answer
is expected. Whether you feel a question is warranted or not, answer it. If your competitor is trying to
sabotage your idea by asking a harsh question, respond to the question in a way
that shuts them up. Not answering or being caught off guard seems unprepared.
Why wouldn’t you defend a project by answering the obvious, unknown, or
insulting questions? Leaving a question unanswered means someone else other
than you will answer. That takes control away from you.
If you are the questioner, ask the needed questions.
Sometimes that gut feeling or curiosity can lead to an important question that
no one else was thinking, but by asking, you let your higher-ups know that you
were thinking just as seriously as if it was your project. It keeps you in the
game.
Presenting is selling
Whether presenting an idea to fellow colleagues and your
boss or presenting a marketing campaign to a prospective client, presenting is
selling that which is presented. We all understand selling as attempting to
persuade others to buy what you have. Presentations are suppose to sell you to
the audience, convincing/persuading them to buy the idea or campaign.
