The Tinder 'swipe right' effect is driving short-termism and increasing the number of pitches, according to Katie Rigg-Smith, Mindshare CEO.
Rigg-Smith and GroupM CEO Mark Lollback joined AdNews journalist Arvind Hickman and editor Rosie Baker for the latest episode of the AdNews Podcast.
We discussed pitch culture, increasingly short-term relationships and quick fixes, as well as procurement, diversity, client behaviour and, of course, transparency.
“I call it the Tinder-effect. We live in a world now where you swipe left... or right. I swear I'm not on Tinder, but there is this short-term nature where clients think 'we're under pressure, let's swipe to the next one'. You're seeing that in some pitches that are coming up to review after 18 months. Six years ago that was unheard of, accounts would be shored up for six years or so. We're always looking for something quicker to solve [problems],” Rigg-Smith said.
Lollback added that there is a culture among clients that is calling more pitches than is necessary, but that pitching is not always a bad thing.
“One of the best ways to educate yourself [as a client] is to throw it out to pitch and have three or four agencies give you a different perspective. That side of it is really healthy. I think that's what’s driving it – people want to know what is going on and what are the capabilities of different agencies. That's the positive side."
Listen to the conversation here. You can get the AdNews Podcast on iTunes.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au
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