Today, Belgium’s ad agencies started a one-week virtual strike to protest the way clients conduct pitches in their country. So far, almost 20 agencies have closed their websites except for displaying one paragraph each of an open letter to clients that runs across their home pages, from one agency’s site to the next (lowe.be).

The week-long virtual strike, organized by ACC Belgium, or the Association of Communication Companies, is being held by advertising agencies such as JWT, Ogilvy, BBDO, Saatchi & Saatchi, McCann, and local shops such as Happiness, Famous, Tagora, Boondoogle, 7beaufort and Kunstmaan which have closed their own websites to host an open letter to clients which runs across the front page of each of their websites, from one agency to the next.

The strike is about abuse of the pitching process. Apparently back in the 1990s agencies and clients got together to form a charter that set the ground rules for pitches, ranging from an acceptable number of agencies in a pitch (no more than three) to contributing to agencies’ pitch costs. And surprise, many advertisers in Belgium have stopped following the industry charter hence the manifesto on the websites.

I read one comment about a shop asked to pitch for an A4 brochure project…against 15 other agencies. Just say NO.

Interesting and dramatic move. It will be even more interesting to see if it accomplishes anything.

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