Five rules for pitching in a talent crisis
For many advertisers, running an agency pitch has always been demanding. Today, in the context of a global agency talent crisis, consolidation across holding companies and sustained pressure on agency margins, it has become significantly harder – and riskier – to get right. These are the Observatory International’s principles for successful agency pitches.
CMOs are operating in a business environment defined by constant change: platform shifts, AI disruption, regulatory pressure and rising expectations for both performance and brand growth. Against this backdrop, deciding to run a pitch can feel like one challenge too many.
There should always be a strong bias toward “fixing rather than pitching” when agency relationships falter. However, there are still valid reasons to go to market: the need for new capabilities, specialist talent, geographic expansion or a fundamental shift in strategy.
What has changed is agency appetite. Following years of burnout, high attrition and restructuring – exacerbated by well-publicised talent pressures at groups like WPP and the uncertainty created by the Omnicom–IPG merger – agencies are far more selective about which pitches they choose to pursue. Talent is in flux, and leadership teams are increasingly protective of how and where they deploy what they have.
In this environment, poorly run pitches are no longer just frustrating, they actively deter the best agencies from participating.
To attract strong agency partners and protect brand reputation, advertisers need to rethink how they approach the pitch process.
Five principles for successful agency pitches which matter more than ever:
- Be clear about what you are buying
A pitch should never be an exercise in “window shopping” the agency market. Inviting agencies to pitch for work that may or may not happen, or for an undefined future scope, is one of the fastest ways to lose credibility.
Brands must be clear about what they are asking agencies to deliver and what budget exists to support it. Agencies are not selling time alone, they are selling talent, intellectual property, strategic thinking, creativity and expertise. In a talent-constrained market, this clarity is essential.
Clear requirements also help brands target the right agencies, rather than defaulting to familiar names or holding company size.
- Open up the real business challenge
Agencies perform best when they understand the true business problem they are being asked to solve. Over-sanitised briefs and limited disclosure only reduce the quality of thinking in return.
Being specific and generous with context allows agencies to respond strategically rather than tactically. It also creates a clear benchmark against which proposals can be evaluated.
In a market where agency talent is stretched, strong strategists will prioritise pitches where they believe their thinking can genuinely make a difference.
- Design a transparent, realistic process
Transparency is now a minimum expectation. Agencies need to understand the pitch stages, timelines, decision criteria and expected levels of effort before committing resources.
Lengthy, multi-stage processes with unclear deadlines are increasingly avoided, particularly when senior talent is required to participate. While pitches should not be rushed, they must be proportionate to the scale and value of the opportunity.
Clear communication and disciplined project management signal that the client is prepared, respectful and serious.
- Protect your pitch reputation
“Pitch karma” has become real. In a connected industry, reputations travel fast. Agencies actively share experiences – both good and bad – and some now refuse to pitch for specific clients based on prior treatment.
In a talent crisis, agencies have choice. Brands that fail to respect agency time, resource and intellectual property risk being left with a weaker pool of partners.
The goal should be that even unsuccessful agencies walk away feeling the process was fair, well-run and professionally rewarding.
- Deliver fast decisions and meaningful feedback
Nothing undermines goodwill more than silence. Agencies invest heavily in pitches, often at the expense of existing client work.
Brands should communicate clearly throughout the decision-making process and deliver outcomes as quickly as governance allows. When the decision is made, all agencies deserve timely, thoughtful feedback.
This is not just courtesy, it is reputation management.
A final reality check
Running an effective pitch in today’s market requires more commitment from advertisers than ever before. Agencies can quickly identify an unprepared or indecisive client and increasingly, they will walk away.
In an agency talent crisis, the balance of power has shifted. Brands that respect agency time, talent and expertise will attract stronger partners. Those that don’t may find that the best agencies simply decline to participate.
For details of the Observatory International’s marketing agency pitch capabilities and experience please visit our Agency Search practice area or contact a member of our team.
