Imagine investing countless hours and resources into a media agency pitch, only to realise that the real work begins after the selection process.
Surprisingly, when we first introduced Post-Pitch Onboarding as a crucial phase in our media agency pitch management process, many advertisers requested its removal to compare our offering with competitors.
However, as more advertisers recognise the significance of this step, they now understand that a well-executed Post-Pitch Onboarding process is the secret to a thriving, long-lasting advertiser-media agency relationship.
In this article, we'll delve into what Post-Pitch Onboarding is, how it works, and the consequences of neglecting this critical step in your media agency partnerships.
A Post-Pitch Onboarding session is a crucial meeting or series of meetings that take place shortly after the completion of a media agency pitch.
The purpose of these sessions is to bring together key stakeholders from both the advertiser and the newly appointed media agency to establish a strong foundation for their working relationship.
Ideally, Post-Pitch Onboarding should occur within the first few weeks after the pitch concludes, while the objectives and commitments made during the pitch process are still fresh in everyone's minds.
At Abintus, our experienced pitch consultants manage the Post-Pitch Onboarding sessions to ensure a smooth transition and effective collaboration between the advertiser and the newly appointed media agency.
These sessions involve key participants from both the advertiser and media agency side, including senior leadership, account management, strategy, and operational teams.
The exact composition of the group may vary depending on the size and complexity of the account, but it is essential to have decision-makers and those who will be working on the account day-to-day present.
During the Post-Pitch Onboarding session, a wide range of topics is covered to ensure that both parties are aligned and prepared to work together effectively. These topics include:
While it may be tempting to dive straight into work after a media agency pitch is completed, skipping the Post-Pitch Onboarding session can have serious consequences.
Without proper onboarding, there is a high risk of misalignment between the advertiser and media agency in terms of expectations, goals, and responsibilities. This can lead to miscommunication, inefficiencies, and a lack of clarity on contractual obligations and commitments.
Moreover, without a dedicated time to build rapport and establish trust, the advertiser and media agency may struggle to form a strong working relationship. This can make it difficult to navigate challenges or changes that arise during the course of the partnership.
At Abintus, we strongly recommend that all our clients conduct Post-Pitch Onboarding sessions with their newly appointed media agencies.
We have seen firsthand the positive impact that these sessions can have on the long-term success of the partnership.
By taking the time to align expectations, clarify responsibilities, and build trust from the outset, advertisers and media agencies can establish a strong foundation for effective collaboration.
Post-Pitch Onboarding helps to prevent misunderstandings, conflicts, and performance issues down the line, ultimately leading to better results and a more successful partnership.
Whether you are an advertiser about to embark on a new media agency partnership or a media agency looking to start off on the right foot with a new client, investing time and effort into a comprehensive onboarding process will pay dividends in the long run.
So, to all the advertisers out there, I urge you: do not underestimate the power of Post-Pitch Onboarding. Make it a priority, dedicate the necessary time and resources, and work closely with your new media agency partner to build a strong, trusting, and successful relationship from day one.
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