H/L EP Sophia Pellicoro on the Relationship Between Pitching and Production

The need for more content – produced faster, at scale, and personalised – is growing rapidly while brands try to capture consumers’ precious attention. In this landscape, marketers are finally realising the importance of makers, while senior agency and holding company producers are being pulled into the high-stakes world of pitching, shaping not just how ideas are executed but how they are sold.

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Sophia Pellicoro

Executive Producer at H/L Partners

Personally, I’ve always thought production plays a critical role in pitches.

On every pitch throughout my career, the importance of the sizzle reel, the case study video, or bringing a creative idea to life through video was invaluable. Early in my career, I remember countless hours in edit bays sourcing footage to better convey a pitch story. Today, people are much more visually driven. I think the thing that has evolved is that content is now literally at your fingertips so there is much more of it, fuelling people’s obsession with it.

So the question is, how do you stand out? That’s why H/L created a Fast Content offering that combines expertise from production, creative, social strategy, and media thinking to capitalise on content opportunities immediately. It has positively impacted the way we pitch business and helps ensure we’re thinking through opportunities from a production perspective from the start of every opportunity.

Read the full feature in Little Black Book!