Episode Details

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Does your agency do spec creative work for pitches? How do you decide which pitches are worth your time? Do you have criteria for pitches that will positively impact your agency? Pitching is a very condensed and unreal way to work and many times you spin your wheels without producing the best results. Today's featured guest specializes in connecting brands with ideal agency partners, employing a meticulous approach to matchmaking benefitting both parties. The process of selecting a client-agency partnerships is intensive. For agencies looking to stand out, the key lies in demonstrating their unique value proposition and gaining a deeper understanding of what brands are looking for and how to evaluate which pitches would bring more benefits for the business.

Tom Denford is the co-founder and CEO of ID Comms, an advisory and analytics firm dedicated to helping brands optimize their media strategies. With extensive experience in conducting pitches, Tom provides valuable tips on what makes a pitch successful, why agencies should consider whether their capabilities match the project, and other important questions to ask to decide who to pitch for.

In this episode, we'll discuss:

• No more spec work: resetting client expectations.

• Focusing on big name clients.

• 4 questions before pitching a client.

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Sponsors and Resources

Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.

Finding The Best Agency Candidates to Work with Brands

Tom's agency primarily serves marketing and procurement leaders in consumer-facing brands. They help them building internal teams to manage media, finding and contracting pitches, and providing analytics to ensure that every marketing dollar is utilized efficiently.

As he sees it, his services can be summed up as follows:

• Finding candidates that meet the clients' needs. Once they establish a scope of work or a particular ambition on the part of the brand, they make a list of agencies that have the capabilities to service that scope.

• Taking money off the table. Tom and his team don't want the final decision between agencies to come down to price, so they try to be very clear about the media rates they can get and what the terms and conditions will be.

• Give the clients space and time. Clients need space and time to fall in love with the people since ultimately, even in global pitches,

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