Best practice: The agency pitch process

Merry Baskin

It's one of those urban myths that 'everybody seems to be pitching these days', when, in fact, the number of new business pitches fell by over a fifth in 2009.

The misperception perhaps arises from the fact that, while fewer pitches are being called, there are more agencies chasing every one that is. The net result is that there are fewer business growth opportunities for agencies of all disciplines, so when opportunity does come knocking, it's even more vital that your efforts count.


Clients call pitches for a variety of reasons. It could be that the current contract has expired and/or the client is obliged to call a statutory review, as with the BBC or the COI. This can be a good thing, as long as it is not just lip service, or making a change for change's sake. Otherwise, it is a huge waste of (public) money.