Pitchh is an online meeting ground for brands and agencies that has just got its covers taken off. Conceptualised as a B2B platform, it can help brands (organisations) find the right creative partners- these could be advertising agencies, marketing consultants, PR firms, freelancers, designers & individuals et al. Brands can create a pitch on the website and invite applications from interested partners. Agencies can look through the pitches by popularity, locations etc, reply to them and connect directly once the initial contact has been established.

Pitchh is based on the idea that the brand-agency relationship needs to break out from the shackles of predictability. Whenever brands invite pitches, it is always from the hallowed circle- the same set of big-ticket agencies. Smaller agencies, speciality creative boutiques or even individuals that might do justice to the job on hand never get a call-in. Even the brands that are tied to blue-chip ad agencies with multi-year contracts might sometimes need highly specialised (or short term) creative inputs that the agencies are ill-equipped to handle. Pitchh brings the internet into the equation – its ubiquitous reach acting as a level playing field in this lop-sided relationship.

Pitchh is the brain-child of Rajesh Lalwani, who runs Blogworks, a Delhi based strategic social media consultancy.

The model is similar to Elance (which is for designers) but focused on the brand-agency space. The service is currently free but future monetization will be based on a mix of the freemium model, advertising & sponsorships.

The idea beyond Pitchh is very promising indeed. And while its core proposition is directed at the organised brand-agency setup, I feel its bigger potential may lie with freelancers & individual consultants, at least for a start. It is not hard to imagine a focused online community of creative service seekers & providers.