ROSES, DAISIES &

DAFFODILS
JWTs guide to scoring a perfect pitch

A journey from being noticed to being chosen

Love Story version 1

Boy sees a girl. Likes Her Boy impresses the girl. She NOTICES him Girl agrees to go out on a date with the boy The boy delights the girl on the date. He proposes. She says YES for life long relationship with him They live happily ever after

Love Story version 2

The girl already has a boy friend. They are having difficulties in their relationship She decides to go out on a date. With another boy And four other boys. ( & also calls her boyfriend ) They all propose. She says YES To one of them They live happily for some time

A journey from being noticed to being chosen Being Chosen. OVER OTHERS

. & in a date theres nothing for finishing close second

There is no silver medal or points for finishing second

Therefore it is about

PITCHING TO WIN

The path to persuasion

Session I : Getting Started Session II : Project Planning Session III : Building the strategy Session IV : The Output Session V : Show & Tell Session VI : After the date

SESSION I
GETTING STARTED Getting the Invite Getting the most out of the brief

Getting the invite

Create Opportunities to get Invited

Market Intelligence
Happy Clients moving into new companies Networking

80% of success is just showing up. - Woody Allen

The Brief & Briefing

It is all about asking the right questions

The pitch brief

The pitch brief

#1. Understanding the Problem #2. Understanding the Client

The pitch brief

Defining the problem

What is the problem (as they see it) ?

What does success looks like to them ?

The pitch brief

Before everything

Know your audience

Know your audience

#1. Who are you pitching to ?

the end user doesnt award the contract the prospect does

Know your audience

#2. Emotional acknowledgment before expertise

Know your audience

#3. Will YOU help THEM look good ?

EXERCISE @ SESSION 1
Mock brief Briefing session De-briefing session

SESSION II
BEING ORGANISED

PEOPLE & PROCESSES

Being Organised
Putting together a Pitch team
Setting aside a time to meet regularly

Briefing teams Seeking top talent Input

Getting a buy-in of Senior management

PEOPLE The Pitch team

PEOPLE The Pitch team

Clients DO NOT necessarily choose the BEST people for the job.
They choose the person or team who shows them a future with the greatest added value from the relationship.

PEOPLE : AS PART OF THE SOLUTION

Do they become a part of the solution that is being offered
People wholl add credibility to the team. People whore respected by the clients. People whove handled similar categories before.

Leveraging the NETWORK

Let WPP & JWT Global network work for you
Use planning to accumulate global learnings
Category Expertise Capability Expertise Creative edge

360 & MORE : IN LETTER & IN SPIRIT

It is not about a 360 degrees campaign. It is about 360 degrees capabilities Taking them together not just in letter but in spirit Using them to support the big idea Have the courage to put BTL solutions in front to demonstrate your intent

The WAR ROOM

Creating the WAR ROOM Creating the feel Creating the team spirit (youve pulled in different people for the purpose they need to bond quickly) Creating the special status & the resultant energy Helps in maintaining confidentiality

EXERCISE @ SESSION II
No exercise at this point

SESSION III
BUILDING THE STRATEGY

start working for

the client before the pitch. When you walk in the door on pitch day, you should already have a working relationship. Its easy - just start working - no ones going to sue you.

#1. Clients arent shopping for Creative campaigns or brand ideas They are looking for SOLUTIONS
BUSINESS solution CAPABILITY solution PARTNERSHIP solution CREATIVE solution

#2. FIRST give them what they think they want & THEN give them WHAT THEY NEED

Building Strategy
BUILD HYPOTHESES
Basis all the intelligence gathered Client brief Consumer knowledge

ELIMINATE OPTIONS & ITERATE

Use consumer testing to eliminate & fine-tune strategic Options

BUILD ON THE STRONGEST OPTIONS

- Amplify the solution

Using Research
Using research to build

CONVICTION

RESEARCH >> CONVICTION

Use research to understand the problem but more importantly Use research to test the solution you are proposing. (final creative/ communication concepts /strategic routes)

Use research to build CONVICTION in your SOLUTION

EXERCISE @ SESSION III

A working session with a real brief. This a Problem definition session They need to come back with their understanding of the brief & the client ( what is required/who is the key client?)

SESSION IV
THE OUTPUT
THE CREDENTIALS THE PRESENTATION THE CREATIVE ELEMENTS THE INTERGRATION

Building the RIGHT CREDENTIALS

#1. NO standardized credentials PLEASE ! Tailor make it every time

Put yourself in their shoes and project aspects of the agency most relevant to that particular client

Examples of standardized creds

BHARTI - WALMART

#2. K.I.S.S
Keep it SHORT Stupid !

#3. Facts tell, stories sell.

Use relevant case studies as stories to highlight your credentials. Not necessarily the numbers

THE STRATEGY PRESENTATION

Most pitches are won through great strategies. But that doesnt necessarily convert into most pitches are won by big presentations.

The guiding principles

Clients buy SOLUTIONS Clients buy CONVICTION

 After several presentations, the client

will struggle to remember who said what. They will, however, remember a strong single minded idea.

THE POWER OF ONE THING

Focus on that ONE THING

Its always about The One Thing

Ask Bill Clinton

MAKING A GOOD PRESENTATION

#1. Its not about what you

say.
Its what your presentation says about you
Its not about the work its about creating the impression that you would be good to work with in the future.

#2. Dont show your hard work show the results of your hard work

#3. You dont need to get it right, you just have to show that you could get it right.

#4. More detail means less persuasion

#5. Join the dots

Strategy . Creative execution

#6. Use the blunting technique To kill the Competition/ alternative strategies

Presentation & Aristotles laws of rhetoric

Ethos Logos Pathos

ETHOS Your reputation LOGOS The logic in your argument

PATHOS The emotion you elicit

& FINALLY If the plan fails

Make sure you communicate

COMMANDERS INTENT

EXERCISE @ SESSION IV
The teams should be given time to work on the pitch brief here. No presentations here

SESSION V : SHOW & TELL

The THEATRE of PITCH PRESENTAION

IT IS YOUR ONLY CHANCE

Youll get only one chance to impress her. Make sure

THE PLACE is right the music will play when you want it to that youre in control of the place where youre taking her.

The importance of THE PLACE

A place where you can get

their undivided attention A place where you are in control

A place where you can plan

a surprise

The Nike Pitch in India

THE VENUE : Bangalore Cricket Stadium

The importance of DIAMOND RING

The importance of SHOW & TELL
If you want her to say YES understand how to SIGNAL

Pre-selling the IDEA before bringing it alive

HELP THEM ABSORB YOUR IDEA

The Idea AV

Examples of IDEA AV
Commonwealth Games

Examples of IDEA AV
SONY

The creative execution & THE AMPLIFICATION

one ABRUPTIVE AMPLIFICATION of brand idea or agency philosophy that they remember the presentation by.

AMPLIFYING YOUR OFFERING

The best demonstration of your capabilities The way to show YOU can get it right

And finally. SHOW THE HUNGER

EXERCISE @ SESSION V
The presentations by different teams will happen after this session

SESSION VI
THE DAY AFTER
THE FOLLOW UP NEGOTIATIONS CELEBRATIONS

THE FOLLOW UP
Dont drop the ball Keep showing the hunger for their business Help them make up their mind in favour of you
Answer all the queries that they might have articulated during the pitch Invite them for a visit to your premises

Keep the conversations going

And after the victory

DONT FORGET TO CELEBRATE

SO ARE YOU READY TO PURSUE ?