The Pitch was originally developed by AMC along with Eli Holzman and Stephen Lambert from StudioLambert as somewhat of a trial or experiment. After it’s success with Mad Men, AMC had decided that reality T.V. made sense in certain arenas. Advertising, was one such arena. And “The Pitch” was born.
Teaming up with the production company (Studio Lambert) AMC picked a team that is dedicated to unscripted, but original television content. According to StudioLambert’s site:
Chief executive Stephen Lambert is responsible for ground-breaking programs in Britain and America such as Wife Swap, The Secret Millionaire, Faking It and, most recently, the worldwide hit Undercover Boss.
Take two advertising agencies, pit them against each other in an advertising battle royale; then watch (and record) as the sparks fly. One winner takes all!
The Pitchers are the agencies, who have a total of seven days to complete their pitches. The Pitchee receive the pitches and must make a decision as to a winner. All along, an Agency of Record (AOR) hosts the pitchee to “protect” their turf.
Add a dash of editing and a pinch of unscripted drama and you have a show that rivals the Apprentice, Shark Tank, and any other pseudo business reality show!