We had high hopes for the AMC series “The Pitch” when it debuted last year. We thought we’d try our hand at a little social media leverage by previewing each episode- with predictions, analyze the client, the agencies, and then do a post show discussion video review. It took up time- it generated some traffic, we made a few connections with some cool people like Mark DiMassimo of DIGO- but, overall, we were highly disappointed with the show and the manipulative editing- and the insanity of the short pitch process. Turns out, the agencies that participated last year didn’t want anything to do with it this year- and for good reason, most of the clients weren’t sophisticated enough to either have a good brief- or the good sense that this is nothing other than an expensive PR stunt- that was watched by a very small audience.
Our recommendations to improve the show included having someone - preferably an outsized ad personality like Jerry Della Femina, as a host- who would work with the client to help guide the process, and provide some consistency from episode to episode. Studio Lambert apparently didn’t change anything- only this time, there isn’t an agency on the roster that we’ve heard of. Last year, they had Wong/Doody now known as WC/CW, BooneOakley, DIGO and the AdStore (2x) - which gave the show a little credibility. Here is the PR from AMC- but, we decided to make the post useful- by adding links- so you can investigate each on your own:
Season 2 consists of eight one-hour episodes and is premiering Thu., Aug. 15 at 10/9c.
Brands to be featured in season two include:
- College Hunks Hauling Junk
- The Fuller Brush Company
- Gibson Guitar Corporation
- Little Caesars
- Tommy Bahama.
Agencies to be featured in Season 2 include:
- Daniel Burton Dean Nashville, TN,
- Fletcher Rowley Nashville, TN,
- Powell Creative Nashville, TN,
- breensmith Advertising Atlanta, GA,
- Innerspin Los Angeles, CA,
- MC2 Los Angeles, CA,
- COR Santa Monica, CA,
- Neuron Syndicate Santa Monica, CA,
- Central Coast Chicago, IL,
- Commonground Chicago, IL,
- The Monogram Group Chicago, IL
- Bee-line Communications Chicago, IL,
- Mischievious Studios Hollywood, CA,
- Heavenspot Glendale, CA,
- OneX Culver City, CA
- Pasadena Advertising Pasadena, CA.
The Ad Age article talks about how many big agencies and networks turned down the offer to be on the show. They say “The most recognizable on the list is Commonground, a gold winner in Ad Age’s Small Agency of the Year competition last year” but, I guess that being a gold winner in their competition is like winning a local ADDY- it means something to the shop and the client- but not anyone else (we’ve won our share).
If we had a ton of time, we’d try to figure out what the annual marketing budgets were for each of these clients- our guess is that 1-800 Flowers and Little Caesars lead the pack and “College Hunks Hauling Junk” are one step above flyers at Kinko’s.
I’d love to say that when we were looking at the sites- that one stuck out as amazingly good- but, nothing grabbed us except how bad the “Heavenspot” site was. OneX looked interesting, only in that they feature a really funky building in their about video.
It would also seem that agencies that focus on multi-cultural got a little more representation this season, maybe thanks to the spot that Muse Communications did called “White Space.” Not that advertising is any less of a “Caucasian occasion” for most of the industry.
It seems like the show also avoided filming in NYC, probably because of the higher costs. Chicago, Nashville, LA for this season. As soon as we find the matchups and the episode numbers we’ll post.