"With everyone navigating this macroeconomic omnishambles, it's high time we look at the agency-brand pitching process and finally make some changes to level the playing field between the two sides. A recent JFDI/Opinium survey found the average pitch cost agencies more than £11k and withdrawn budgets are responsible for 33% of lost pitches. This all becomes even more complex and frustrating when pitching creative ideas due to the expectations of those ideas and the subjectivity of that audience."
"It's time for agencies to take control of the pitching process, demand more equilibrium from brands during the process, and put a stop to professional ghosting to forge better outcomes for all. 1. Choose chemistry, not concepts While you need to spend money to make money, the challenges of resourcing new business opportunities remain ever-present for agencies. Responsibility sits on both sides here: brands need to run a smarter process and agencies need to be careful where they spend their precious time."
Agency pitching is increasingly costly and inefficient, with average pitch expenses exceeding £11k and withdrawn budgets causing a third of lost opportunities. Over half of creative ideas developed during pitches are never used, amplifying resourcing strain and frustration. Agencies can rebalance the process by prioritizing chemistry meetings, agency credentials, case studies and pre-read materials instead of full formal pitches. Brands must commit budget and run smarter, fairer processes, and both sides should stop professional ghosting. Marketers and agencies should act as a force for good to create equitable, sustainable pitching outcomes.
Read at The Drum
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