The Direct Marketing Association has unveiled research that finds that initial client and agency meetings are often poorly planned and end up becoming a wasted opportunity. In response the DMA is launching a series of best practice initiatives.
The independent research conducted for the DMA by consultancy company ClientView reveals that while clients view requests for information as an essential stage, agencies often find it a tiresome task. Many agencies also believe that RFIs offer little scope for differentiation.
Consequently, the DMA has announced plans to launch a series of initiatives to highlight best practice and improve the relationship between clients and agencies throughout the pitch process.
The measures include revised agency and client pitch guidelines; checklists and advice on protecting intellectual property and a client and agency pitch protection register.
Tim Dearing, head of the ClientView study and a member of the DMA’s agency council, says: “If clients want the best from the pitching agencies they need to develop more stimulating briefs. Agencies need to be more effective at differentiating themselves.”