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Pablo, an independent London agency, has emerged as a powerful contender in the new business arena, now securing Hasbro’s global Play-Doh account, following its recent win of the Government’s Department of Business and Trade in collaboration with CRM agency Unlimited.
Pablo competed against two other agencies in pitches held last November, without an intermediary. The agency’s joint MD commented: “Few brands carry as much appeal as Play-Doh. We’re thrilled to partner with such a brilliant team at this pivotal moment in the brand’s journey.”
Winning pitches is crucial for creative agencies, despite data from the U.S. indicating that each pitch can cost an agency $200,000 and the client $400,000, even though clients don’t directly pay for them. The allocation of these funds remains unclear—whether it’s due to pitch consultants or the increasingly lengthy nature of these processes.
Ad Age’s mystery columnist MT Fletcher even speculates that one reason for the frequency and extended duration of pitches is to help overburdened CMOs keep their jobs for another year.
However, pitches today seem to lack the theatricality they once had. A famous London agency, Allen Brady and Marsh (ABM), led by former thespian Peter Marsh, was known for its dramatic pitch presentations. For a British Rail pitch, ABM decorated its office in the style of the rail operator—complete with overflowing ashtrays and dirty cups. Receptionists were instructed to be surly and unhelpful to the British Rail representatives upon arrival.
Just as the visitors were about to leave in frustration, Marsh would enter and say, “This is what people think you’re like, but this is how we will change things,” or something to that effect, embodying the concept of business transformation. ABM won the business on the spot and went on to create the ‘Age of the Train’ campaign, fronted by TV host Jimmy Savile, who was later revealed to be a notorious criminal.