Agency pp 111-134 | Cite as

The Pitch

  • Rick Webb


No part of advertising has been as romanticized as the pitch. From Don Draper’s meandering, bordering-on-incomprehensible emotional journeys during pitches on Mad Men, to the horrible reality show The Pitchy to every book ever written on advertising, the pitch seems to exude an aura of romance, gladiatorial battle, and excitement. Witness John Hegarty’s florid prose when talking about the pitch: “We love pitching—it brings out our competitive spirit like nothing else. We snort the energy of battle.…When a ‘big pitch’ is on you can feel the adrenaline running through an agency. There are endless ideas, positionings, strategies and flow charts pasted on to walls, late-night meetings and discarded boxes of half-eaten pizza scattered around the building. There are cancelled social lives and late-night taxis home and then a quick shower and a clean shirt before a rapid return to the frontline. We thrive on this kind of energy. Failure is not an option.”1


Potential Client Large Pitch Pitch Process Free Work Pitch Comp 
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  1. 1.
    John Hegarty, Hegaty on Advertising (Thames & Hudson. Kindle Edition, 2010), Kindle Locations 1236–1244.Google Scholar
  2. 2.
    Rae Ann Fera, “10 Ways to Fix the Agency Pitch Process,” Fast Company, March 7, 2002,–waysto-fix-the-agency-pitch-process.Google Scholar
  3. 6.
    Peter Coughter, The Art of the Pitch: Persuasion and Presentation Skills That Win Business (New York: Palgrave MacMillan, Kindle Edition, 2012), Kindle Locations 2699–2701.CrossRefGoogle Scholar
  4. 11.
    James P. Othmer. Adland: Searching for the Meaning of Life on a Branded Planet (New York: Knopf Doubleday Publishing Group. Kindle Edition, 2009) Kindle Locations 82–83.Google Scholar
  5. 14.
    Gregory Solman, “Hilton Reignites Debate over the Value of Ideas,” Adweek, May 30, 2005, Scholar

Copyright information

© Rick Webb 2015

Authors and Affiliations

  • Rick Webb

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