The advertising industry is experiencing a notable trend towards discretion, marked by shifts such as 'quiet quitting' and 'quiet firing'. Major clients like Coca-Cola are opting for under-the-radar media reviews, minimizing publicity during transitions. This change is influenced by the politicization of decisions and a desire for privacy in corporate dealings. Industry leaders have confirmed the diminishing interest in publicizing pitch results, indicating a shift where discretion takes precedence over traditional transparency in agency-client relationships, ultimately reshaping how pitch processes are conducted.
"There are a lot of heavily politicized issues out there and so clients are that much more reticent to draw attention to things that they might be doing."
"There's an increasing number of concluding pitches that are no longer publicized because clients are no longer interested in the PR generated by their decision."
"In fairness, secrecy has always part of the pitch process, but never to this extent. Wins, losses and retentions used to play out in the open."
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