Yet there is nothing that points to this prediction: no current pitch proposals or knowledge of specific reviews. There’s merely the perspective -- or perhaps hope -- the pitch business will be vibrant if enough speculation is put out into the marketplace.
Watching the ID Comms "Media Snack" video linked to in the article, the positioning changes: “If they [marketers] are going to review next year…” note the consultants in the video. So forecasts shift from a “very busy first quarter,” based on conjecture, to a possibility that marketers may consider pitch reviews next year -- as they always have.
The rationale for the forecast cited is the need for marketers to address evolving needs in data and technology, talent, and strategic leadership: all areas where agencies continue to invest to ensure they are strong partners for marketers to help them address business challenges and identify opportunities for growth.
Self-serving predictions do nothing to support change within the industry. Some consultants understand the disruptive impact that changing agencies has on marketer -- especially in a time of rapid change. There needs to be a focus on the value of an enduring partnership over time.
It’s time to get back to business and put aside the distractions that take up attention and resources. Let’s focus on bringing the industry together -- not speculating to create a further divide.