Tilt Brand Solutions, an independent advertising agency in India, has voiced its dissatisfaction with the way creative pitches are often conducted. In a post on International Labour Day, the agency expressed frustration over the “callous and unfair” pitch processes. Tilt emphasized that while they understand the need for pitches and are eager to participate, they are not comfortable with the current practices in the industry.

The agency laid out clear guidelines for any future pitches it would be willing to engage in. First, Tilt insists that only two agencies should be involved in a pitch to avoid the inefficient practice of collecting ideas from numerous competitors. The agency also demands that there be only one round of presentations, with a pre-agreed scope of work and fees to ensure transparency. Additionally, Tilt stated that they would only participate in a pitch if they have not worked with the brand before, highlighting the redundancy of asking them to pitch again if they are already familiar with the client’s needs. Lastly, the agency stressed that briefings should come directly from decision-makers rather than intermediaries.

Founded in 2018, Tilt Brand Solutions has worked with several high-profile clients, including Dream11, Myntra, Netflix, Duroflex, Swiggy, and Star Sports. With these statements, the agency aims to bring more fairness and efficiency to the pitch process.