The Art Of The Pitch Aims To Help You Get Ahead

What’s the difference between a talented ad executive and a talented and successful ad executive? Often times, the successful one knows how to present.

While many people are lamenting the pervasiveness of spec creative, or the futility of the pitch process, Peter Coughter argues the case for successful presentation and pitching skills in The Art of the Pitch: Persuasion and Presentation Skills That Win The Business.

Coughter knows his stuff. He co-founded an agency in Richmond and is now a professor at VCU Brandcenter along with a consultant to ad agencies around the world. What he imparts are lessons learned from many years pitching and winning new business.

The Art of the Pitch offers great advice and tips for presentations of all kinds, but even more valuable (and fun) are the stories from other ad execs that complete each section. Bill Westbrook, Jeff Goodby, Anne Bologna, Sally Hogshead, John Butler and others relate anecdotes that are sometimes good, and sometimes embarrassing.

Of all the books that might give you a hand moving up in the ad business, The Art of the Pitch just might be one of the more valuable ones.

Special thanks to Palgrave Macmillan for providing me with a review copy.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for Dan published the best of his columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. Sounds like a valuable read, although I’m a believer in Blair Enns’ “Win Without Pitching” approach to new business.

    • Dan Goldgeier says:

      While the book focuses on new business pitches as its primary topic, Coughter covers presentations of all kinds, including presenting work via conference call.