Bryan Scott, Marketing Communications Director, at Metro, has been on both sides of the pitch process and knows full well the challenges it can bring to both parties. Here he talks about the importance of having a helping hand you can trust.
Three key drivers led us to seek advice in the appointment of a new creative lead partner:
· Time pressure combining with the importance to Metro of selecting the right partner;
· The importance of picking the right team to work with MediaVest, Metro’s long-established media partner, and;
· The need to find a creative partner who would complement the work we already do with the many creative resources, both internal and external, Metro has at its disposal.
Supported by ISBA, it was clear from the ‘chemistry sessions’ that Dare not only clearly understood our business and its challenges, but it embodied the spirit of our core urbanite audience and, as importantly, we knew we would gel well together.
With ISBA’s help we decided that a day’s workshop with Dare would engender the best pitch; giving my marketing team the opportunity to meet them and the chance to bring others, such as our Product Development Director, into the mix. Dare would be a partner to the Metro business, not just the marketing function.
The workshop… well, worked. Personally, seeing the planning first-hand was very helpful and being able to develop some creative territories for the future was a bonus.
All in all, the process took between two and three months. Perhaps you’ve run traditional pitches that have taken less time. However, throughout the whole experience I felt that every step was building on the previous one and was continually reinforcing the belief that we had found the right partner after the initial chemistry sessions. I’d definitely follow this approach again for any future pitches – but thanks to this process, I’m pretty sure I won’t have to for some time!