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The Levitan Pitch. Buy This Book. Win More Pitches. is the definitive how-to guide for every advertising, design, digital and PR agency that wants to increase its odds of winning new accounts.
Based on 30 years of pitching for new accounts, I know that there is no such thing as a standard marketing services pitch scenario. Every client category, assignment, timetable, budget, search consultant, procurement system, and client personality is unique.
However... While there is no standard pitch or agency, I know from experience that there are universal pitch criteria that can be identified and addressed regardless of the type or size of client, specific marketing objectives, or agency. To that extent, The Levitan Pitch is designed to deliver one master benefit:
You will win more new clients.
In Chapter One of this book, I discuss the very high cost of failing to run well-crafted, efficient pitches. The costs of failure include poor agency staff morale, individual employee burnout, and the financial cost to an agency’s bottom-line that comes from the cost of participating in four-month agency searches and funding an agency’s annual business development plan. This chapter tells the story of Saatchi & Saatchi Advertising’s “The Worst Advertising Pitch Ever”.
Chapter Two offers an escape hatch. You should not pitch every account that comes knocking. I give you a handy tool to gauge both the value of the prospective client and your agency’s chances of winning.
Chapter Three begins to help you position the pitch for success. We look at the essential facts of the pitch and dig into understanding the client’s mindset by understanding the type of assignment, type of relationship they are looking for, and what type of agency will fulfill their needs.
Chapter Four delivers the list of “The 12 Deadliest Presentation Mistakes”. These are identified pitch killers that come from my personal experience and the experiences of agency CEO’s, clients, and search consultants. The accompanying cartoons wouldn’t be as funny if these mistakes were not being made over and over, even by the most sophisticated agencies.
In Chapter Five I lay out thirty short but very sweet suggestions for how to build a brilliant presentation that I know will greatly increase your odds of winning. These ideas cover three core elements of a successful pitch: process management, content development, and how to deliver a standout presentation. Each rule is supported by a tip or insight that offers a fast way to achieve your objectives.
Chapter Six is all about don’t take my word for it. This chapter brings in valuable learning via fourteen interviews with a range of communications industry experts. It is informative and often mind-blowing to hear the pitch related experiences and advice of agency search consultants, compensation experts, an ex P&G procurement executive, a negotiation trainer, the 4A’s, the Association of National Advertisers, a silicon valley presentation guru, a leading agency strategist, an ex-Nike and W+K executive on building chemistry, an IP lawyer on who actually owns your pitch ideas, the CEO of a London advertising agency, and the CEO of an independent agency network who has been on both sides of the table.
Finally, I’ve included insights about all too common agency pitch mistakes from 16 of the world’s leading search consultants.
I hope that you will find the book informative, insightful, occasionally humorous, and most importantly, a good read that ultimately results in more wins for your company.
- Sales Rank: #182797 in Books
- Brand: Peter Levitan
- Published on: 2014-08-28
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .60" w x 6.00" l, .79 pounds
- Binding: Paperback
- 266 pages
- The Levitan Pitch Buy This Book Win More Pitches
About the Author
Peter Levitan is a serial new business pitcher and has delivered global, regional, and very local new business pitches for over 30 years. He has a Hall Of Fame pitch batting average. Peter ran business development and marketing at Saatchi & Saatchi Advertising Worldwide in New York and London, and bought and sold three of his own agencies (including Portland’s Citrus). He went all-in digital in 1995 to launch online news websites for Advance Publications and founded ActiveBuddy, a natural language technology company that was purchased by Microsoft. In addition to “The Levitan Pitch”, Peter wrote 2012’s “Boomercide: From Woodstock To Suicide” which offers unique financial planning advice. Peter runs Peter Levitan & Co., an international advertising agency new business consultancy. He writes and speaks about the art of business development for his blog, industry publications, and events.
Most helpful customer reviews
2 of 2 people found the following review helpful.
Getting your batting average even a little bit better is critical
By Robert E Peterson
Peter Levitan was considered one of Saatchi & Saatchi Advertising's new business and pitch masters. After reading his book, I was not surprised that he laid down the definitive advertising agency pitch ‘how-to’ book. Peter combines his business development work for the world’s largest agency with his experience as a small ad agency owner. Pitching is always an exciting, strategic and expensive activity wether your agency is large or small. Getting your batting average even a little bit better is critical.
The book clearly lays out his detailed approach and uses funny stories, like Saatchi’s failed Adidas pitch, to help illustrate how to win. The supporting cartoons are worth the price of the book. Peter supplements his take on pitching with interviews with clients, agency leaders, advertising pitch consultants and some bystanders. I’d say, read it because your competitors might have.
3 of 3 people found the following review helpful.
Buy this book!
By BigSkyGal
I have been doing advertising agency new business for over ten years. I’ve read every book on the subject. The Levitan Pitch takes a different tack. Levitan has written the best “How to” on the subject. It is easy to read, well designed and is packed with useful and actionable advice. It is based on his global and local agency experience, pitching huge and small clients.
He supports his own insights and advice with a wide range of interviews with industry leaders from the advertising, client and agency search consultant sides of the business. The cartoons about what not to do in a pitch are worth the price alone.
Since we all have ADHD of some form, here is one of the 30 plus tips that stood out and it a way to use LinkedIn to get inside the client’s head.
Read how a prospective client writes their own recommendations for other people to find out how the client thinks and what is important to them. I never thought of this one. Oh, also read the funny and sad pitches that went wrong. His baby seals story is weird.
3 of 3 people found the following review helpful.
We all had that teacher that made math or science "cool" as a kid. The Levitan Pitch does that with pitch preparation.
By Don Gaper
I'm not in advertising, but I bought this book anyways because I'm friends with Peter's kid. As an industry outsider, I expected to be lost from page 1. I was pleasantly surprised how quickly and effortlessly the book familiarizes its readers with advertising terms and mechanics. What's really striking about The Levitan Pitch is its accessibility. Peter expertly marries technical insights with page turning, concept demonstrative anecdotes early enough to get you hooked. If you're in a role that's client facing or requires even a modicum of presentation know-how, buy this book. You'll take away valuable techniques and learn something about advertising along the way.
Also, the interviews are really killer, interesting stuff.
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