The new business pitch has always been a sore spot in the often fragile relationship between marketers and their ad agencies, but lately it has become more delicate than ever. The process has become
exacerbated by two factors: one is the explosion of new media choices in the digital realm that has made ad campaigns more complex than ever, and the other is the growing involvement and importance of
search consultants, who act as intermediary matchmakers that screen and recommend agencies for clients. The stakes are high for both sides of the equation. For agencies, a big pitch can cost several
hundred thousand dollars or more to produce, and since a multinational ad agency might be involved in dozens of pitches at any one time, the cost of trolling for new business can be substantial.
Meanwhile, more advertisers are consolidating their accounts regionally or globally, rather than working with a collection of different agencies in each local market, which puts them in a position of
having to rely heavily on one agency. As such, they want to make sure they choose the best one.
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