Amidst the COVID-19 pandemic, the pitching process underwent a significant shift towards online platforms. Initially, this change led many brands to delay or halt their pitch processes, resulting in fewer pitches in H1 2020 than the previous year. However, H2 witnessed a resurgence in activity. The digital pivot offers numerous advantages, such as cost savings, broader client reach, and enhanced agility, presenting lessons that many intend to retain post-2021.

However, virtual pitching also brought challenges: maintaining engagement, building online rapport, and managing 'Zoom fatigue'. While the online format offers several benefits, there's a consensus on reintegrating some traditional in-person pitching elements when feasible.

This guide, blending firsthand experiences with industry insights, provides a pragmatic roadmap for advertisers and agencies in the era of virtual pitching. It underscores the importance of understanding and meeting partners' needs effectively, ensuring both sides maximise their pitch outcomes.