FAQ’s about The Pitch: Part 1
1. How did Womenkind get invited to do The Pitch?
A couple of months ago, Paul Cappelli from AdStore asked if he could drop by and show us some work they created for a brand marketing to women. When they showed up, they came with a camera crew. Turns out, they were filming an episode of The Pitch. The show hadn’t premiered yet, but it had a lot of buzz in the industry. So when the producers invited us to participate and explained that it would be a real new business pitch, we gave it careful consideration.
2. Why would you want to be on TV?
We had no personal ambition to be on TV – we are just as leery as anyone about being portrayed like those crazy people on reality shows. But the concept for The Pitch isn’t a reality show. It’s a documentary series that presents the pressures of coming up with creative ideas that solve a client’s business issues. We’re a young agency with a distinct point of view – it’s our mission to uncover real insights and create marketing messages that respect women as the world’s most valuable consumer. We felt like if The Pitch could bring us a client who shared our vision, it would be worth exploring the opportunity.
3. Who’s the client?
C. Wonder. It’s a unique retail concept that features clothing, accessories, housewares and lots of other cool stuff for women.
4. Did you win?
You’ll have to watch June 3rd to find out.
What others are saying
Slayter
June 04, 2012 @ 12:16AM
Looks like they stole your dressing room touchscreen idea!
Christy
June 04, 2012 @ 1:06AM
I ♥ Womenk!nd! I could only dream of working in such a great company. Wishing you the best!!!
William F. Alenson
June 04, 2012 @ 12:13PM
Pardon my French, but you got screwed. Your presentation may have lacked a point of focus, but the work you did covered the options from A-Z, provided a slew of brilliant ideas and clearly demonstrated your understanding of C.Wonder and its customers.
I think the CEO was afraid to work with you because he might have to cede some of his control. He’ll get what he wants from the “good old boys,” and never have his inflated ego challenged.
I’m retired now, but I enjoyed 35 years with Leo Burnett and United Airlines and participated in many “pitches.” I think you have some of the sharpest minds in the business. I wish you every success.
AMC’s ‘The Pitch’ Recap: Womenk!nd Battles DIGO for C. Wonder - AgencySpy
June 04, 2012 @ 2:49PM
[...] Womenk!nd has a nice two-part FAQ about participating on the show on their website. Read it here. [...]
TwoCommaCopy
June 04, 2012 @ 3:18PM
G’day Professional Marketing Ladies of WomenK!nd,
After watching your presentation on “The Pitch” tonight (SUN 2012.06.03) and as a male in the marketing world I noticed the incredible edge you ladies had. Good on you!
If you please, allow me to give you my unvarnished views and opinions here on this page.
With that said…I also noticed the flaw…it seemed that no one realized they were pitching to a man. Not just “a man,” but the ultimate decision maker. In my experience most men are single task/single idea focused, straight forward, to the point. Chris Burch seemed that way.
The second thing I noticed was that neither your agency or the other asked very many questions at the primary interview. And also none of the creative teams from either agency were present at the primary interview.
With all that said…I still believe that your concepts (what I saw of them n the show edit) were excellent. Too bad the client didn’t see that opportunity.
Lastly…I’ve found time and time again that the key is offering one main idea, then having a backup idea as a strong standby as your number two. The public, the consumer has proven over and over again in study after study that the more choices you offer them the less they make a clear, quick decision. In this case sadly, this played out to be true for this client as well. Often too many choices is confusing and stops the decision process.
To close … I compliment you all on an incredible job, excellent research, and great delivery. Oh, myself…I always consult with my trusted female advisers when working female oriented campaigns. After all, you are the smarter sex and I trust your instincts. Sales data also backs up your understanding,
Cheers!
~Jonathan Dune
Marketer/Word Morphologist (copywriter)
Two Comma Copy Pty Ltd
Sydney NSW Australia/San Diego CA USA
P.S. Marketing to women truly requires special skills and those men out here in television and up on Facebookland can learn much from your expert female insights.
Also see comments up on the Facebook: http://on.fb.me/M5zEWU
Deborah
June 04, 2012 @ 3:30PM
I agree with William.
As a marketing colleague, your ideas and creativity blew me away. As part of the C Wonder target audience, I really responded to your approach of making the entire relationship with C Wonder reinforce the brand. The other pitch left me a bit cold.
I wish you all the best success. You women rock!!!!
Laurie Morgan
June 05, 2012 @ 1:12PM
Loved what you guys did and getting access to your impressive team process. Your agency looks like a wonderful place to work.
I really like Jonathan’s comment above — hadn’t thought of that because Burch kept saying, women, women, women, but I bet his own sex/personality biased him towards a more straight-line approach. He seems like a pretty arrogant guy who’d be unlikely to even consider evaluating or modulating his own biases.
Carrie
June 07, 2012 @ 12:54PM
Dear Womenkind,
It was a pleasure to watch your pitch this week (I was a little late in getting to the PVR’d episode). I’ve worked agency-side and client-side (and now have my own very wee marketing boutique for women solo-entrepreneurs in service-based businesses). As you went through your presentation, which, to me, felt full-to-the-brim but absolutely focused, I was getting excited. I’ve sat through many pitches over the years but never have I seen such a rich, thoughtful, considered, COMPREHENSIVE presentation. Beyond anything, it was smart and it was generous. And holistic.
I’m sure the brand will get wonderful work from their chosen agency, but had I been in the room with my ol’ client cap on, I would have been doing cartwheels over the thinking and ideas and strategy and brand understanding you brought to the table. I M P R E S S I V E
(At least that’s what this member C Wonder’s demographic and psychographic thinks.)
Congratulations on a pitch so well tackled.