Report: Data, Research Key Elements In Winning New Business Pitches

More than one in three agencies (36%) say they are always re-thinking the client’s entire strategy when developing a pitch during the review process. Yet only 7% of marketers reported seeing this happen in all pitches, according to marketing consultancy Vennli.

The firm’s new “Five Ways to Differentiate Your Agency Pitch" report finds there is a massive disconnect between advertisers and brands during the review process.

While 34% of agencies say they think one of the most common reasons they win a pitch is because their “brand is recognized and respected in the market,” only 15% of marketers agree this played a role when selecting an agency partner.

Only 13% of agencies believe they are winning pitches because of the “high value for cost” they project in their pitches, but 42% of marketers say this plays an influential role when appointing a new partner.



Data is proven to be a winning strategy.

Seven in 10 marketers (70%) expect agencies involved in the pitch process to have conducted primary research and among the agencies that win more than 50% of their new business pitches, 89% say they use primary research when developing their pitch.

Marketers also expect broader analysis. More than eight in 10 marketers (82%) expect agencies to conduct primary research on their competitors as part of the pitch. However, only 56% of agencies reported that they "always" conduct competitive research.

It isn't clear whether getting on the same page will lengthen these relationships. For the most part, brands are not seeking long-term partnerships.

Four in 10 marketers report putting their businesses up for review every one to two years, with 47% saying two to four years is the typical length of their relationship.

The online survey of agency and in-house marketing professionals screened for all agency types -- excluding media planning and buying shops. Survey agencies generated more than $1 million in annual revenues.  Respondents from the marketing departments at organizations were screened for an annual marketing budget greater than $250,000.

More from the report can be accessed here.
2 comments about "Report: Data, Research Key Elements In Winning New Business Pitches".
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  1. Ed Papazian from Media Dynamics Inc, January 18, 2018 at 3:48 p.m.

    So the advertisers "expect" the agencies to conduct prior "primary research" ---at the agencies' expense----as part of thier new business soliticitations. And, this "freebie" research would be done without any input from the would-be new client. That's rich. Next, the agencies would probably be asked to develop new positioning strategies and possible ad executions---again at their expense and without any guarantee that their ideas wouldn't be "stolen"---or "borrowed"---even if they don't get the account. Where have I heard all of this before?

  2. John Grono from GAP Research, January 19, 2018 at 5:27 p.m.

    Yep Ed.

    When I see a new product one the shelf in the supermarket I think I will just take it home, test and trial it - maybe even go back and get some more just to make sure - then I might decide to buy and pay for it.

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