Agency leaders and many marketers believe the pitching process isn’t fit for purpose, but is this view shard by new business and procurement consultants? The answer is ‘yes’ and ‘no’. The process is far from perfect and can be improved, but us still a vital mechanism in how clients choose agency partners. That’s the verdict of procurement guru Tina Fegent and new business experts Tony Spong (AAR) and Charlie Carpenter (Creativebrief). They explain the parts of pitching that work well and how highly clients prioritise PR pitches – which may make for uncomfortable listening to some.