Since we started the IAS in South Africa, one of the most frequently asked questions has been the role of chemistry in a pitch process. For us - as well as our UK partners - the chemistry session is arguably the most important part of the process.
Using chemistry as an elimination phase enables both agency and client to meet each other - at the agency's premises - and with a minimum agenda. This one hour meeting where the quality of the agency team and its questions to client will be the key components, will ensure that neither party goes any further in the "dating process" if there is not a good match.
Realising that this then saves time on both sides as it means that only those client : agency sessions with good chemistry will be worthwhile pursuing, means that unsuitable agencies will not be invited to pitch thus saving them an enormous amount of time and expense.
From a client perspective, the elimination process makes the final pitch decision simpler and faster PLUS there will be a limit to the amount of pitch fee compensation that the client will have to pay to the unsuccessful agencies. A three way final pitch therefore has huge benefits all round as there will only be two unsuccessful agencies after the final round and, in our experience, if the earlier chemistry sessions have been good, the client is still left with a favourable impression of the agency.
That is what makes chemistry a "winner".
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