Atlantic New York Launches a Reverse Pitch in Cannes to Find a New Client of Record

Agencies are used to receiving RFP’s as a formal invitation to participate in a pitch process, but rarely does a brand receive one from an agency. Until now. Kinda.

Just in time for Cannes, and its swarm of marketer attendees, Atlantic New York is reversing the pitch process, asking brands to pitch their briefings to the agency for an opportunity to work with them. A direct play on the classically formatted RFP, the Brooklyn-based independent agency has sent formal “RFT,” or “Request for Test” documents to dozens of CMOs attending the festival in the hopes of conducting in-person meetings …in the comfort of the 2-star Arcotel Hotel conference room located just minutes from the Palais.

During the week of Cannes, the agency will diligently review all brand proposals following a specific timeline. Even brands that were not formally invited can request to participate. However, Atlantic New York reserves the right to decline if it believes the brand is not the right fit.

And as any good partner does, Atlantic New York understands that the pitch process can get costly, so this pitch is paid. The agency will generously offset some of the clients' in-Cannes pitch expenses by reimbursing brands up to 2 (TWO) glasses of rosé. 

(*Note. Atlantic New York has offered a “test process” (RFT) as a response to pitches/RFP’s since its inception, giving brands an opportunity to work with the shop and test the waters in real work scenarios rather than endure a formal pitch process.

SOME FUN QUOTES FROM THE RFT DOCUMENT: 

"Atlantic New York is currently looking for a new Client of Record (COR). You're among the carefully selected brands invited to participate in Atlantic New York's RFT process." 

"The primary objective of this RFT is to make the daunting mission of finding an advertising agency a little easier—and hopefully a little more fun, too." 

"Atlantic expects any participant brand to come to our chemistry with a deck, a one-line briefing written on a napkin, or even a thought that can be turned into a briefing."

"Each brand will have a 30-minute slot to present its brief. Presentations are time-limited because the hotel charges us by the hour."   

"A 2-star hotel for 2 reasons: First, we are an independent agency with a limited budget. Second, we’d rather spend our agency's money on great talent than fancy hotels."

"As an appreciation, we will happily offset some of your expenses during this process while in Cannes. All participant brands in this RFT will be eligible to receive up to two (2) complimentary glasses of Rosé at a restaurant of their choice".