‘We get into the lift with my motley crew’: Russel Howcroft reveals his worst pitch
PwC chief creative officer Russel Howcroft had the audience in fits of laughter at a Mumbrella360 panel, revealing the worst pitch he’s ever been in.
“Virgin Money. I reckon 10-15 years ago. I had a really motley crew. I won’t name the names, but just think of the dirtiest, scraggiest… The work was really good. Very talented people. But they were not looking their best,” he began.
The panel (from left): Lisa Ronson, Russel Howcroft, Warren Brown, Nikki Warburton, and moderator Steve McArdle
how many times have we heard “make us uncomfortable” yet what we really want is just a real real thin edge. Like maybe put a leather jacket in it. Or one of them hemsworth brothers.
make sure you present 3 other comfortable mid range safe ideas we’ll inevitably go with because our audience isn’t really up for uncomfortable actually after all.
This.
I heard a story about a worst pitch ever where the Prospect stopped the presentation and asked the Agency Boss and CD why they wanted the Water-Related account and said person replied that they were the Mayor of Dolphin Bay and had a dolphin tattoo. The excellent creative that followed was not enough to rescue the pitch. Too much toot was the conclusion, I believe.
Ronson: “We pay agencies to pitch. It’s a nominal amount, and it doesn’t go anywhere near covering all of the costs”
Feb 2019: Coles announce half year net profit of $738M.
Thought exercise: How about reaching into those deep pockets and paying agencies what they are worth (as part of the pitch process) and then perhaps that’d really demonstrate how you view the client/agency relationship (emphasis on ‘relationship’ and not ‘transaction’)
I’m surprised there isn’t a flood of pitch stories, they always make a fun read. My favourite is when a CD with a less than perfect grasp of English promised ‘ the penultimate idea’ The prospect said “ Well come back when you’ve got the ultimate one”
Hey Ed,
could we have a whole mummy meme devoted to this wonderful topic please?
I’d love to hear the war stories, not just for the laughs but also the learnings
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Fly On the Wall
I don’t know where any of these rumored pitch fees are going and I’m not sure if any of the agencies are aware of them. They must have lost the BSB numbers.
‘We pay agencies to pitch. It’s a nominal amount, and it doesn’t go anywhere near covering all of the costs, but we want to do the right thing ….’
Really?
The ‘right thing’ is for the pitching agency to lose money?
Makes me nauseous……….
Absolutely this.
Challenge us, make us feel uncomfortable.
Translation:
You can make the font italic…. maybe
@Rob. …and the logo bigger.
Exactly. If you’re saying clients inevitably get what they deserve then next time you get agencies to pitch for a nominal amount you should get a nominal amount of work.
We all know how Coles really likes dealing with their ‘supplier’ partners – just ask the ACCC.