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Return of 'The Pitch'
By: Dwayne W. Waite Jr.
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Much to the chagrin of advertising professionals nationwide, The Pitch is coming back. And it looks bigger and stronger than its first season.

We are quite torn with this show, because we've heard nothing but less than favorable things about it from other ad professionals (we refuse to watch it), and know no one in our social circle not in advertising who watches it. 

Then comes the question: are those who wish failure on the Pitch the same folks boosting the ratings? It seems to be more than possible.

We first liked the idea of the show because it gives small and lesser-known agencies (though that wasn't the intent) a chance for national limelight and an opportunity to bid more business it may not normally be privy to. And that's a good thing; though many would say that the industry is "saturated," there are instances where the same group of agencies (or holding companies, for that matter) compete for the same business time and time again. There's no room for additional, new players. And the search consultants these big brands use are intellectually numb to the notion of searching out agencies other than the ones they already know.

Plus, it shines the light on the pitch process, a process that is in desperate need of improvement.

This season gathers agencies from Nashville, Atlanta, Chicago, LA, and Pasadena, just to name a few. There will be a total of 16 agencies bidding for brands like 1-800-Flowers and Gibson Guitar.

To be honest, since we heard nothing from the conclusion of the first season, we were actually surprised to hear that The Pitch was coming back. But it makes sense; AMC wants to keep the advertising theme going, and they felt like adding a reality show to its drama offerings. And AdLand does offer some quality characters. 

Are we going to watch it? No, we won't. But we'll continue to keep our eyes and ears open to our advertising bretheren who do, and see if The Pitch has improved its process.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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