It appeals to emerging talent to transform the sector.
The #FairPitches platform, promoted by La Fede and of which APCP is a member, has launched an open letter to “those of you who are about to transform the marketing, communication, advertising, media, events, and audiovisual production industries.” In it, the organization focuses on the capacity of new generations of professionals to drive change towards a more transparent and fair sector.
“You are about to enter an exciting sector […] A vibrant environment, yes, but also demanding, where bad practices can become entrenched if we do not act responsibly from the beginning.”
One of these practices, the letter points out, is the inadequate management of pitches, those key processes where brands choose agencies, production companies, or consultants. When done well, they are spaces for building solid relationships and discovering talent. But when they are improvised, without a clear briefing, without defined criteria, without remuneration, or with too many participants, they generate wear and tear, frustration, and distrust.
The solution, the letter states, is to make a difference through commitment to responsible practices from the first day we work as professionals:
- Limit the number of invited agencies: less means more quality.
- Take care of the briefing: clear, complete, and with a budget.
- Define objective and transparent evaluation criteria.
- Remunerate the requested work, even if it is a pitch.
- Protect unawarded ideas and offer honest feedback.
“Whether you are on the advertiser’s side or at an agency, you have the power to change the rules of the game. Meet, listen, question, demand. There are more humane and effective alternatives such as workshops, interviews, or collaborative sprints.”
It’s not just about ethics, but about the future.
Defending good practices today is building a stronger, more respectful, and more creative industry tomorrow, and new professionals can be part of a generation that makes a difference. Every pitch is an opportunity to do things better.
