Just joined the group and thought I'd throw my most common pitching peeves out there.

I’ve worked as an AD on many pitches with varying responsibilities—to help execute the creative or at other times, concept from scratch directly with a writing partner to help that agency win new biz. I’ve won some and lost some.

However, the agencies that I freelance for that continually win or lose pitches seem to have the same things in common.

On the losing side:

1) Estimates are too high. I’ve seen too many pitches die before they even left the building, simply because the quote got so bloated so fast, after all the varying services were factored in: creative, production, account management, etc. One pitch for an automotive brand comes to mind. The client specifically came to the agency with a set amount they had to spend, around 2.1 million, give or take. When all was said and done, it ended up at 3.5 because the CCO said “Well I know they said 2.1, but what they really need is this.”

2) Using the same account and creative team all the time. If as an agency, you lose 10, 11, 12 pitches over two years and the lineup hasn’t changed, do you think maybe it’s time to stop blaming clients who “just don’t get it” and focus on maybe changing the players? If the same presenter is going to all the pitches and keeps striking out, why keep using them?

3) Going after the wrong business. Why pitch entertainment if you’re a pharma agency? Think the writer who knows nanotechnology can all of a sudden switch gears and understand hip-hop and 'what the kids are listening to these days?‘ Too many ‘full-service’ agencies out there think that means being all things to all clients.

4) Out of touch. Goes hand-in-hand with No. 3 above. If you have the same client for years and fail to show them anything new, you’ll lose out on the shot at any potential new work. Because what’s the first thing you hear from the brand after the fact: ‘Oh, we didn’t know you guys did that too. Too bad, because had we known...’ The opportunity to leverage your long-standing relationship into some new opportunities just went bye-bye.

On the winning side:

1) Great and different creative. Sure, great is what they expect. Every agency better have great execution. But why should Brand X choose your shop? What thinking can you demonstrate that sets Brand X apart. What questions do you ask that make perspective clients actually think during a pitch “Hmmm, never thought of that. Good point.”

2) Have a killer presentation team. A team or few individuals (if a really small shop) that knows the brand and your pitch inside and out is worth their weight in gold. An account team member or creative who can also answer any question from a client — because they will have them. (The more you seem to know, the more they seem to ask as a test.) Of course, personality is critical. Knowing when to back off, when to step up, when to deflect questions to your team.

3) Flexibility. The ability to change directions on the pitch ahead of time if it becomes obvious a particular direction isn’t working. That’s not the same thing as running around last sec like a chicken with its head cut off making the 48th change to the deck either.

That’s what’ve I’ve seen and heard. Maybe someone else can relate?