Agencies everywhere are looking for ways to recoup loses from big pitches that eat up an agency's time and resources. It is a touchy subject, as reinventing the wheel isn't easy, especially when advertisers are being asked to hand over money for something they had been getting for free for a long time.
Back in 2004 Australia's AFA was attempting to put together a pitch policy, which was not received well by advertisers. At the end of last week, the The Advertising Agencies Association of India issued a roadmap for charging a pitching fee set to start in April.
In January, the executive committee of AAAI passed a resolution allowing agencies to charge a fee to clients who call for a creative pitch. In the past, the AAAI had tried to enforce a similar pitch fee, set at 1% of the total costs, but clients refused to pay that rate and agencies refused to comply. This is still going to be an issue moving forward.