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| 01.10.04 | |
| more Italian stories? |
'Pitches are terrible things'
Ex-head of JWT Italia tells
the press what he thinks of agency competitions.
Daniele Tranchini, since June in charge of communications at the Italian-based interior furnishings company, Natuzzi, doesn't think much of the pitch process. Tranchini, who can speak from years of previous
experience in charge of J. Walter Thompson in Italy, has been speaking out as a result of
recent debate, sparked by his ex-agency's decision not to participate in the Grana Padano
pitch (click here
to see that story). |
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| "Pitches are terrible",
Tranchini tells the local ad industry newsletter Pubblicità Italia. "They form part
of the rules of the game, but only when they are managed rationally and intelligently.
Those which really damage the market are the ones involving 9, 10, 12.. agencies. I wonder
how a client expects to be able to afford equal attention to so many agencies. Tranchini, who spoke to Pubblicità Italia as part of a fuller interview published in the physical version of the magazine ahead of next week's Marketing Forum, adds that: "if I was still at JWT, I would have made the same decision as my successor, Pietro Dotti, in regard of the Grana Padano pitch. With parameters that are not well defined and a client that confesses to being happy with the agency it already has, the resulting pitch will just be a waste of time for the customer and of money for the agencies". Nevertheless, he adds: "the world of communications is undergoind profound change. The recession has led people to radically review their business models. The dynamics of the industry and the profiles of its players are changing rapidly, consolidation and expansion are the order of the day and we are talking about a process that is still going on". |
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