On International Labour Day, Indian independent agency Tilt Brand Solutions used Instagram to voice concerns over the way creative pitches are often handled. While acknowledging the value of pitches, Tilt criticized the “callous and unfair” processes frequently involved.
The agency outlined clear conditions for participating in competitive pitches:
- A maximum of two agencies per pitch
- Only one round of presentations
- A pre-agreed scope of work and fees
- No pitches if the brand and Tilt have worked together before
- Briefings must come from actual decision-makers
Tilt emphasized it won’t engage in pitch processes designed to gather excessive ideas with minimal intent. Since its founding in 2018, the agency has worked with brands like Dream11, Myntra, Netflix, Swiggy, and Star Sports.