Pitch Smart – Global Media Agency Study on Improving Pitch Practices

mediasense’s global Pitch Smart study reveals that current pitching practices are costly, time-consuming, and detrimental to agency culture and mental health. There is widespread demand for a more transparent, streamlined, and values-driven process.

Key Takeaways: 

• Pitching is resource-intensive: 86% of agencies see it as excessively time- and cost-heavy.
• Culture is under pressure: 64% say the process negatively impacts agency culture.
• Mental health is increasingly affected: 54% report pitching takes a toll on staff wellbeing.
• Selection lacks transparency: Criteria score just 4/10 in clarity among respondents.
• The industry is calling for change: Agencies want more practical, focused, and transparent pitch processes.

Conducted amid heightened pitch activity and industry talent shortages, shows that agencies are feeling the strain. Many find current pitch cycles too elaborate, impeding their ability to choose only the most meaningful opportunities.

The study highlights that traditional evaluation methods – focused on scale and efficiency – are no longer appropriate. Instead, selection criteria should prioritize talent, integration, agility, and alignment with the agency’s mission.

Ryan Kangisser, Managing Partner, Strategy at mediasense, emphasizes that while pitches remain essential for sourcing agency partners, clients should narrow their focus. Building a process around core capabilities and values ensures greater relevance and less waste.

Report Highlights:

Financial & Mental Toll

• 86% say pitching is excessively taxing on resources.
• 54% cite negative effects on mental health.
• 64% feel it harms their agency’s culture.

Transparency Issues

• Agencies rated transparency of selection criteria just 4 out of 10.

Need for Process Evolution

• Complexity, tech convergence, and competition make outdated pitch models unsustainable.
• Advertisers must shift to streamlined, values-aligned evaluations.