General Mills Plays Hardball With Pitch Process
It’s no secret that clients are pushing agencies harder than ever during the pitch process. After all, agencies who want to win a new client must prove that they can simultaneously run lean and mean while also delivering ROAS. This is definitely the case with he current General Mills’ Creative review process.
According to multiple agencies who’ve seen the RFP, General Mills is requiring vendors to comply with “insane” conditions such as 120-day payment terms, no compensation for the pitch process, and GMI’s complete ownership of any intellectual capital created for them by the agency – whether they hire the agency or not.
Those first two financial points aren’t really too surprising. These days many clients are pushing the limits on payment terms with their agency vendors. But that last point about idea ownership is a new one. Imagine you’re an agency pitching a great proprietary concept to a potential client, not getting hired for the job, but then turning over ownership of the idea to the client just because you submitted it through their RFP process. That’s a pretty hard swallow, especially for the creative side of agencies who pride themselves in shiny new ideas.
Regardless of whether you agree or disagree with General Mills’s tactics in this process, you can bet many agencies will comply with these terms just to get a crack at the biz. That’s how cut throat the agency game has gotten these days.