Belgium-based advertising agencies have devoted the home page of their websites to a running a week-long Virtual Strike against multiple agencies becoming involved in elaborate pitches, to the detriment of all concerned, expect, probably, the eventual winner. Belgium agencies including Famous, JWT, Ogilvy, LBi, TBWA, Publicis, VVL BBDO, LDV, Boondoggle, Air on Air, Saatchi, McCann Lowe and Kunstmann have all devoted the home page of their website to a 24 page declaration against the demise of the Competition Charter. The statement can be read in full by clicking through various agency websites.

Watch the video here

It states: ’Pitches use up energy. Energy an agency would normally use to provide its existing, paying customers with the best possible work.’

’After a few hours, the campaign was picked up all over the world. Big agencies, organisations, media and even other sectors like film production, design and architecture all feel addressed. So that means that there must be something wrong with the way things are running. We feel like - yet again - Belgium is a test market and that other countries are interested in what will come from this.’

Most of the big agencies are involved, but not all. Simply because even with a sector organisation like ACC, you can’t force agencies to do something. Just like you can’t force agencies to say ’NO’ to an attractive advertiser pitching more than 4 agencies. So the campaign itself is a proof of what ACC is pointing out.’

We at Coast have been asked for free pitching for 6 times between 24 december 2009 and 18 february 2010. These pitches are about exhibition design, editorial design, identity design. None of them included a rejecting fee (some money for the loosing agencies).

The Competition Charter can be read here