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Copyright by Jodi Lisa Smith 2009 Copyright by Jodi Lisa Smith 2009 The Dissertation Committee for Jodi Lisa Smith Certifies that this is the approved version of the following dissertation: NAVIGATING THROUGH THE PITCH LANDSCAPE: AN EXAMINATION OF CLIENTS, CONSULTANTS, AND ADVERTISING AGENCIES DURING THE PITCH PROCESS Committee: Jef Richards, Supervisor Gary Wilcox, Co-Supervisor Norvell Northcutt Minette Drumwright Janet Dukerich NAVIGATING THROUGH THE PITCH LANDSCAPE: AN EXAMINATION OF CLIENTS, CONSULTANTS, AND ADVERTISING AGENCIES DURING THE PITCH PROCESS by Jodi Lisa Smith, B.B.A.; M.A. Dissertation Presented to the Faculty of the Graduate School of The University of Texas at Austin in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy The University of Texas at Austin May, 2009 Dedication This dissertation is dedicated to all of the most important people in my life, for without them I certainly would not be where I am today. I thank my wonderful parents John and Gloria who have been the greatest source of strength, love, and support not only during the completion of this degree but throughout my entire life. I thank my sister Jaymee and brother J.R. who have been two of the strongest influences in life in ways they may not realize. I thank my future husband Alan for his voice of encouragement, words of praise, and constant love throughout my whole doctoral program. Lastly, I thank God for blessing me with the most amazing family and group of friends a person could ever wish to know. I am a better person for having each and every one of you in my life. I love you and thank you all for believing in me. It’s been a long road but I couldn’t have completed this journey without you all by my side. Acknowledgements The University of Texas at Austin has been my academic home for almost seven years. When I came here to pursue my Masters degree, I had no idea I would stay to complete a doctoral program. Even though the journey was a long and difficult one, it was worth every moment. I would go through it all over again because I have learned more than I ever thought possible and have met some of the greatest people in my life. First I would like to thank the members of my committee: Jef Richards, Gary Wilcox, Norvell Northcutt, Janet Dukerich, and Meme Drumwright. I thank you for standing by my side and believing in me when I did not believe in myself. I feel so fortunate to have had such a wonderful group of professionals on my committee. Each and every one of you poured so much of your time and energy into me and I am eternally grateful. Dr. Jef Richards stood by side during the completion of my Masters degree as well as throughout my entire doctoral program. Jef has been a wonderful advisor and friend. He has provided insightful academic guidance on countless projects and was always there with attentive ears to listen to me rant during many stressful moments (and v there were PLENTY of them!). Thank you, Jef, for never giving up on me and for having the confidence in me that I did not always possess. Dr. Gary Wilcox was the first person I met at UT while I was in the process of applying for the Masters program. He welcomed me to the university with open arms and has been a constant source of support. Throughout my many years at this fabulous university, he has definitely seen me at my best and my worst and still talks to me! Gary, I cannot thank you enough for all of your encouragement. It has meant more than you could ever know. Dr. Norvell Northcutt was one of the first individuals who made me believe I could actually love research. When I took his class, I was in awe of how he explained everything so clearly. Dr. Northcutt, I cannot thank you enough for your ability to always make sense out of my ramblings. You have been so encouraging in my qualitative research endeavors and I feel I have learned so much from you. Thank you for your eternal positive outlook and unwavering enthusiasm, it rubs off on me every time I see you. Dr. Janet Dukerich is a wealth of information and I have the greatest admiration and appreciation for the way in which she has provided me guidance through the years. Janet, I thank you for helping me stay focused and for being patient with me while I continually struggled through theoretical concepts and methodological issues. I feel so lucky that I was able to assist you with the signature course. It was a wonderful vi experience and I sincerely appreciate you giving me the opportunity to be a part of the inaugural class. Dr. Meme Drumwright is one of the kindest and smartest ladies I have ever had the pleasure of knowing. Meme has such an amazing way of offering valuable feedback in the most upbeat and cheerful manner imaginable. This was appreciated more than words can express especially on days when I walked into her office feeling worried and churned up about my dissertation. Meme, I thank you infinitely for your willingness to embrace my dissertation with open arms. You helped me more than you could possibly know; not only in the valuable suggestions you provided but always in the kind way you handled all of my concerns. I appreciate your enthusiasm towards my work and your commitment to helping me succeed. Dr. John Fortunato, I thank you for providing me with four years of incredible advice. I thoroughly enjoyed working as your TA and really appreciate how you always provided me with an objective perspective. You were instrumental in keeping my spirits up in those times when I seriously doubted my ability to complete the Ph.D. program. Even after you moved, I appreciated the way you checked in on me periodically and followed my progress (although Kramer seriously missed flying into Jerry’s office all the time!). You are definitely my favorite person from New Jersey and one of my favorite people all-round. Joanne Davis is a consultant who I had the pleasure of meeting while working on my dissertation. Joanne, I thank you for so graciously introducing me to several key vii people. I sincerely appreciate you taking the time out of your schedule to go above and beyond to help me. You were such a pivotal part in getting the research going, I cannot thank you enough. Tom Finneran is the executive vice president of the American Association of Advertising Agencies (AAAA). Tom, thank you and the AAAA for your willingness to assist me with my dissertation by making many resources available for my use. I appreciate you continually touching base with me and expressing interest in my project. Your help was invaluable and appreciated more than I could ever express. Bill Duggan is on the Board of Directors for the Association of National Advertisers (ANA). Bill, thank you and various ANA members for helping me gain insight into the client perspective. This work could not have been completed without your assistance. Joe Broschack is a UT alum and an amazing scholar. Joe, thank you for taking such an interest in my research and giving me great advice on how to think about several areas of the dissertation. I hope one day we can actually meet in person! I wish I could thank all of my respondents by name but I cannot do that based on our confidentiality agreement. I do want to thank you all for your willing participation. Obviously, this research would not have been possible without you. I appreciate your time and your candid responses. Because of your participation, I believe a great deal more is known about the pitch landscape. viii To my friends and colleagues who traveled this journey with me : Kasey Windels, Laura Bright, Assaf Avni, Karen Lee, and Yeo Jung Kim, thank you all for being a true support structure. We all shared a great deal of stressful moments as we trudged through classes, comprehensive exams, and the dissertation but I know we also shared a great deal of happy social moments. I am reminded of many fun afternoons at Trudy’s and an endless amount of humorous times at AAA conferences around the country. I am proud of each and every one of you for all you have achieved and I feel so fortunate that our paths crossed in the doctoral program. It is with pride and gratitude that I call you all my colleagues and friends. ix NAVIGATING THROUGH THE PITCH LANDSCAPE: AN EXAMINATION OF CLIENTS, CONSULTANTS, AND ADVERTISING AGENCIES DURING THE PITCH PROCESS Publication No._____________ Jodi Lisa Smith, Ph.D. The University of Texas at Austin, 2009 Supervisor: Jef I. Richards Co-Supervisor: Gary B. Wilcox The pitch process is critical for both clients and agencies as it is the time period when clients are trying to identify the best agencies to hire and agencies are trying to win business. There are a multitude of variables that play a large role in the success of a client-agency relationship; however, the specific actions, events, and dynamics that occur during the pitch process can be especially important in setting the tone and influencing the outcome of the partnership. Many studies have examined various dynamics and phases of the client-agency relationship, but few have specifically focused on the earliest phase; the pitching process. This study fills this void by providing insights from clients, advertising agencies, and third-party consultants involved in all aspects of the pitching x process to better understand the dynamics of the beginning stages of the client-agency life cycle.
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