On Wednesday 21st November, Creativebrief launched a new platform which digitises pitch process management for brands. Supplementing its ongoing person-to-person offering, Creativebrief’s reinvention of brand pitch management comes with expert online guidance, advice, alternative approaches and an unrivalled breadth of agency selection.
The new platform will provide direction to brands seeking a fresher and more modern approach to the ultimate appointment of an agency partner. This development follows extensive research, events and one-to-one interviews by Creativebrief to identify the evolving demands of the industry as well as the flaws in the current iterations of the pitch process.
Three recommended routes to appointment will be offered at launch. These will look to reduce the reliance on lengthy processes and creative solutions at pitch, but above all focus on better emulating the real-life working relationship between brands and agencies. The new platform will also enable brands to monitor and engage with a broader talent pool of agencies that matches their requirements from all disciplines.
Creativebrief’s managing director Charlie Carpenter said: “The new platform provides the chance for brands to run a smart, fast and responsible process that is the equivalent of a consultant-supported review, but through online guidance only. This is not a functional sourcing tool either. On the contrary, the platform will afford marketers the ability to intelligently locate the best possible agencies relevant to their needs. The brand takes full control of their search, but the platform will act as an informed partner, making considered recommendations against their brief.”
Carpenter describes the new platform as “the next phase of Creativebrief, and the ultimate tool for the modern marketer setting out to build contemporary, customer-centred brands with a real clarity of purpose.”
The routes available to brands will continue to develop and diversify over time in response to Creativebrief’s ongoing research and dialogue with the industry community which last year saw 93% of agencies and 61% of brands claim the pitch process was no longer fit for purpose.
Carpenter added: “There are now an increasing number of fundamental flaws in the classic pitch process for both parties, and the continuing demand on agencies to give away ideas for free (and their obliging to do so) is a major culprit in the alarming devaluation of creativity that the industry is now seeing. It’s about time we all took some significant actions to drive change. We see the launch of this new platform as a major leap forward for the industry in reasserting the commercial value of creativity and in presenting a strong, confident and united front in this arena to drive a bold and responsible future.”