Perfect pitch: Why pitching must evolve now


Thanks to its cyclical nature, some veterans believe that the current controversy around pitching will do what it has always done: it will come, it will go and absolutely nothing will change.

Martin Jones, managing partner at AAR, who has worked on more than 800 pitches, is one of the sceptics. “All this talk of the pitch process being dead is hilarious. If the pitch process is run correctly, it’s the best way to do it. Agencies love pitching. They love the adrenaline,” he says.

Fellow pitch consultant Stuart Pocock, managing partner at Observatory International, agrees: “The market just now is unbelievably quiet. That’s why it’s become a debating topic again. But it’s being raised falsely. My suspicion is that fast-forward to 2025 and we’ll be doing the same.”

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