Calling out the case for competitive chemistry meetings

So, let’s start by unpacking the issue: unpaid pitches have been the norm for securing new business forever (well, for as long as I can remember), but this approach completely overlooks the value of the agency’s time and creative expertise. The expectation that agencies can deliver high-quality, speculative thinking without remuneration is not only unfair (can you imagine a lawyer agreeing to this?) but also unsustainable in today’s world. It places undue pressure on agency staff, who may already be juggling multiple commitments in and out of work and, critically, can lead to burnout and a decline in workplace wellbeing. All this when clients also demand team consistency and proactivity from their agencies.

To me, it feels as though competitive chemistry meetings could signify a genuine step forward within the industry – as long as we all agree to play by the rules.

This approach can help reframe the whole process to prioritize the relationship between agency and client over free creative work. It also allows both parties to evaluate their compatibility based on shared values, strategic insight and creative prowess. It’s a method that respects the agency’s expertise and fosters a more collaborative and transparent selection process.

And, critically, we’ve seen this approach work at Elvis twice in the last month. We’ve participated in three well-structured, well-attended, positive, competitive chemistry processes and been appointed on two out of the three pieces of business. And I can tell you my team has entered into both relationships with a desire to really impress the client team. Straight off the bat, we have had our strategic and creative capabilities recognized rather than our ability to produce a credible pitch deck at the end of a tough year. And, by focusing on strategic fit, both parties have saved valuable time and resources that would otherwise be spent on developing and reviewing speculative work that may never see the light of day.

Starting the relationship with a focus on mutual respect and understanding sets the stage for a more effective and collaborative partnership. And, let’s be honest, even if you don’t win , you haven’t completely depleted your team’s resources trying.

So, how do we create a tangible path to industry-wide adoption of this method? In my opinion, for the industry to pivot towards competitive chemistry meetings, several key steps must be taken:

• Leading agencies and industry bodies should champion the benefits of competitive chemistry meetings and set an example for others to follow. While I support the ethos of the Pitch Positive Pledge, it just doesn’t go far enough in addressing the real commercial issues of the process.

• Clients must be made aware of the advantages of this approach, including the potential for more meaningful and productive agency partnerships.

• Establishing clear guidelines for competitive chemistry meetings will ensure that all parties have a common understanding of the process. Allowing agencies or clients to break the rules will guarantee failure and we’ll descend back into full pitch processes.

• The industry as a whole must acknowledge and respect the value of the creative and strategic thinking that agencies bring to the table.

In conclusion, the shift towards competitive chemistry meetings is not merely a nice-to-have but a necessary evolution in the way we conduct business. By embracing this change, we can create a more respectful, efficient and, ultimately, more successful partnership between agencies and clients. As we continue to push the boundaries of creativity, we should also strive for innovation in our business practices. Competitive chemistry meetings are a testament to the progress we can make when we value the contributions of all parties involved.