Dear Swami,

My PR agency has been asked to pitch for a relatively small project for an industrial client. I called to confirm we would be in the tender and the company PR director said, in essence, "That's great. The more the merrier. You're the eighth confirmation." Don't you think that's too many agencies chasing thus small piece of business?

Signed: Tired of Chasing Rainbows

Dear Tired,

Pitches like this are often called "cattle calls" You're not a cow, and you don't run with the herd. Send the pitch-happy company thanks but no thanks and walk away from this so-called tender. You would have a better chance betting on a turtle race.

But you raise a good question. When is it best not to pursue a pitch? The Swami suggests you ask yourself a few questions before making decisions on whether to pursue tenders:

• Do you have a strategic reason for pursuing the tender or will it be a time-consuming and costly mutt in a client list of pedigrees. Ask yourself if it fits the growth strategy of your agency.
• Do you have reason to believe there is that banal but necessary level playing field? For every tender that's on the up and up, there is another one in Eastern Europe that's as dodgy as a 75 hyrnva note.
• Have you done due diligence. What is the company's history with agencies? If it currently has an agency, and this agency is in the pitch, why is it up for grabs-or is it? You might just be a stalking horse for ideas.
• What will the pitch take in agency time and resources? Will it take resources away from current clients that could hurt your relationships? The last thing you want to do is leave the bride for the fetching but elusive wedding singer.
• And definitely don't answer cattle calls. You are better off investing your money in my specially blended Swami's Swamp Juice.

The fact is pitches are fun. They keep the creative juices flowing. But chasing every skirt down the street will tire you out and seriously jeopardize resources and cash.

Swami