I'm preparing for a big client pitch next week and want to establish credibility. Everyone says I should niche down, but tbh, I thrive when working with a variety of brands. Do you think it's necessary to narrow your focus without losing the variety that energizes your work?

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Huh?? When you’re pitching Dr Pepper, probably not a great idea to bring in your brilliant strategy for Yoo-Hoo.

PS When you get into the pitch, check your jargon (and ego) at the door.

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The brilliant strategy for refreshment category, though. Your proven success in the category and a sharp strategy for MY brand which I haven’t thought of before? Well shit.

You’re pitching. It’s a dream world for the agency and for the client. They know none of the teams have the perfect price, offerings, people, etc but that won’t stop every agency from dressing they part for what they think the client will want.

You niche down on paper but you never dumb down in real life.

Sell the client on your expertise in their particular vertical and win the biz. Maybe you run things for that account for a year or two or maybe they keep you pitching or let you focus on juggling brands.

TL;DR
Don’t sweat something like this. just play the game for the moment.

For a client pitch I think you just go wherever there is a need from your agency or firm. But generally for brand side it’s helpful to become an ‘expert’ in a category vs a generalist. I wouldn’t say you have to go very niche but picking a general category like CPG, Pharma, Auto and working with a variety of brands within the category would be helpful long term.

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