Survey among brand owners, pitch consultants and agencies The objective was to gauge industry perspectives on the key criteria for media pitches, and to identify key moments during the pitch processes Findings focussed around: - Why pitches occur - Key success factors - Key moments in the process - Media buying commitments

1. January 2011 International Pitching What Clients really want (and the industry thinks) This document is private and confidential and contains privileged and proprietary information. It must not be copied or distributed without MediaSense’s written permission.

2. Introduction to MediaSense Media analytics and advisory firm, launched April 2009 Specialists in engineering value opportunities in media Challenger brand to established auditing and pitch doctor services Starting point is the improvement of value and performance rather than the reduction of costs and scope Founding partners: Andy Pearch (co-founder/CEO, Billetts) Graham Brown (MD Carat International)

3. Media Industry SurveyJanuary 2011 Survey among brand owners, pitch consultants and agencies Objective : to gauge industry perspectives on the key criteria for media pitches, and to identify key moments during the pitch processes Findings focussed around: Why pitches occur Key success factors Key moments in the process Media buying commitments 6 key findings summarised

4. The headlines For brand owners, relationship problems are becoming more and more prevalent Fundamental requirements (3Cs) emerging: Chemistry (talent, knowledge, understanding, fit) Consistency (tools, systems, networks, approach) Credibility (buying, commitments, innovation) Clients say they want: more story-telling and less philosophy innovations which are realistic and scalable more engagement and less process more flexible commercial approach Mixed views around Media Buying: Savings are expected but are not seen as a key differentiator Rate comparisons/grids seen as a performance leveller Trading innovation seen as the next challenge

5. Motivations were given scores of 1-6 : chart shows % receiving top 2 marks Why pitches are called : relationship issues the biggest factor for clients

6. Why pitches are won : clients are seeking all-round capabilities from their agency partners Motivations were given scores of 1-6 : chart shows % receiving top 2 marks

7. Value and fresh perspectives seen as the key reasons for accounts moving

8. Clients appear open-minded about pitch outcomes Average Client-side Respondents “There an increase in contract-cycle pitches, where the priority is to get an external perspective, rather than there being real appetite for change” 3.89 4.00 “A fair proportion of pitches are decided before the process starts” 2.86 3.00 “It is important for an agency to have an existing relationship with a client going into a pitch” 3.78 3.44 “Agencies genuinely bring the people that would work on the account to the pitch” 3.17 2.89 “The agency which has the best pricing wins the most pitches” 4.17 3.67 “The winning agency tends to pledge the most competitive fees” 3.72 3.56 Scores ranged from 1-6 : mean score = 3.5

9. It is the face-to-face sessions that really matter: “no-one important reads the RFIs” Parts of a Pitch were ranked in importance from 1-6 : chart shows % receiving top 2 marks

10. “What is the main reason an agency takes a lead at the start of the process?”

11. “What is the main reason why an agency comes from behind to win?”

12. “What is the main reason for an agency that starts out as favourite not to win?”

13. Media planning and innovation is a key differentiator The 'wow' factor. I can tell my management we're trying something unique Identifying something different and effective which can be media usage, negotiation, ways of working, reporting, culture etc which has a compelling and real advantage for the client Fresh, workable, scale and not one off thinking (buildable and allow for continuity) Taking a brand issue or insight and having a view on it that makes a difference proactively. NOT the bullshit stunts most people think it is

14. 89% of respondents believe it is important for an agency to have a clear story Clients want to believe that you share values and stand for something Clients all have strong cultures and philosophies which are generally well defined. Their people are also very attached to the principles the business adheres to. So why should media agencies be any different? A clear STORY is essential as this shapes the entire response to a pitch brief and gives it clarity and cohesion. A clear PHILOSOPHY is much less important - many clients dismiss this as verbiage

15. Full Sample “It is important for agencies to provide the same tools across markets” 4.06 “It is important for agencies to follow the same processes across markets” 4.11 Network consistency is valued highly by Clients Brand Owners “It is important for agencies to provide the same tools across markets” 4.75 “It is important for agencies to follow the same processes across markets” 4.63 Respondents asked to score importance on a range from 1 to 6

16. “How often does the most competitively priced agency win the pitch?”

17. Media buying is increasingly seen as a hygiene Consultants Survey AverageScore “Media buying commitments are delivered” 4.20 “Media savings in pitches are getting smaller these days” 4.17 “Buying strategy is less important than buying clout” 3.54 “The main buying groups are providing very similar buying savings these days” 4.74 Scores ranged from 1-6 : mean score = 3.5

18. Widespread cynicism about how buying commitments are evaluated All the numbers are rubbish – but at least you have something to put into the contract Procurement only care about cost because they are not normally involved in the relationship after the pitch One way or another, buying commitments are always delivered – usually in poorer quality media The only differentiation in buying offers happens when an agency extends value outside the spreadsheet – like buying shares or buying stock – but this is no guarantee of winning ! Procurement use one agency to negotiate against another – to manoeuvre one agency down to the lowest position

19. Relationship problems are emerging more forcefully – make sure you understand the causes of these before you review your agency Invest time in planning chemistry sessions – they are a key stage in relationship building, and provide agencies with a platform for displaying their enthusiasm and business understanding In all response materials, seek out consistency and cohesion. Invest time to evaluate whether tools / processes and agency structures will fit with your own As process managers, act responsibly and efficiently – work to eliminate time-consuming box-ticking requirements in favour of value-added exercises Insist that Innovation ideas are not just good on paper- they must be workable, scalable and buildable As buying savings will be similar, try to draw out trading innovation in your brief and make sure you fully understand how you will measure savings and value going forwards Six Recommendations for Brand Owners

20. For more detail... If you are interested in learning more about this survey or our recent research into client/agency relationships, or if you would just like to meet MediaSense to get our unique perspective on the industry, feel free to get in touch by phone or email: Andy Pearch AndyPearch@mediasenseinternational.com M: +44 7775 892461 O: +44 20 3005 6006 Graham Brown GrahamBrown@mediasenseinternational.com M: +44 7771 755789 O: +44 20 3005 6007