Beyond the Pitch – Rethinking agency selection for a healthier industry

In 2025, the conversation around how we select agencies is louder, and more urgent than ever. Two leading industry bodies, the World Federation of Advertisers (WFA) and the European Association of Communications Agencies (EACA), have recently released compelling reports that highlight both the promise and the problem of pitching.

One message comes through loud and clear: it’s time to move from outdated, resource-draining pitch processes to smarter, more sustainable agency partnerships. 

“With thousands of agencies across Europe, we estimate this to be a billion-euro problem across the industry with no guaranteed return. No other sector routinely gives away its best thinking for free.” remarked Charley Stoney, CEO of EACA and President of VoxComm.
“The time has come to rethink the pitch system and consider a more structured, respectful, people-first approach to partnership selection.” she added.

The true cost of pitching: more than just money

According to EACA’s Cost of Pitching Report, agencies across Europe are spending an average of €650,000 annually on pitching. Each new business pitch costs around €43,800, and even incumbent reviews cost over €28,000 on average. The financial burden is significant, but the hidden costs go even deeper. 

Media agencies report the highest pitch costs – up to €65,000 per new business pitch.

Behind every pitch are hours of unpaid labor, often involving more than eight people and 48+ hours for a single proposal. Creative teams are heavily invested, yet only 42% of winning creative work is ever implemented. Agencies are stretched thin, with 86% of talent citing the process as mentally and physically exhausting.

In short: what should be a gateway to collaboration has become a drain on people, profit, and potential.

A smarter, people-first approach to agency selection

The WFA’s Agency Selection Guiding Principles propose a fundamental rethinking of the process. Rather than defaulting to rigid request for proposals or beauty parades, the focus shifts to building meaningful, long-term partnerships. Here’s what good looks like:

• Start with introspection: do you truly need a new agency, or a better relationship with the one you have?
• Align internally before going to market. Involve all stakeholders – marketing, finance, legal, procurement.
• Fewer, better choices: limit the number of agencies you invite to pitch. Quality beats quantity every time.
• Transparent briefing is non-negotiable: share real business goals, clear budgets, and decision criteria.
• Respect the work: consider pitch compensation and avoid fishing for free ideas.

What clients can do better

The data is compelling, but the call to action is practical. Based on both reports, here are some tangible ways marketers can improve pitch processes:

• offer a clear, comprehensive brief – it’s the #1 factor agencies say makes or breaks a pitch;
• communicate openly: be transparent about timelines, budgets, and expectations;
• involve decision-makers early: don’t wait until the final round to bring in the people who matter;
• give meaningful feedback: whether an agency wins or loses, feedback fuels growth;
• rethink compensation: creative strategy, ideas, and time have value, even if the agency doesn’t win.

What’s at stake

The current model isn’t just inefficient, it’s unsustainable. Agencies report declining morale, escalating costs, and a talent pipeline that’s increasingly drawn to tech, not advertising. Meanwhile, clients risk burning bridges with the very partners they need most.

With pressures from economic uncertainty, rapid shifts in media, and the rise of AI, the industry needs strong, resilient partnerships – not wasteful, adversarial processes.

Time to choose better

Agency selection doesn’t have to be painful. With shared respect, clear processes, and thoughtful engagement, it can be the start of something powerful. The industry is calling for change – not tomorrow, but now.

Let’s stop treating agency selection like a procurement exercise and start seeing it for what it really is: a strategic decision about who helps shape your brand’s future.

See more details about the reports:
☞ Agency Selection Guiding Principles
☞ Cost of Pitch Survey

About the Cost of Pitch Survey
The evaluation gathered responses from 412 agency leaders across 23 European countries, Romania included. Participants represented a wide mix of agency types – advertising, branding, digital, media, PR, and events – reflecting the full diversity of the industry. Most respondents were C-level executives or senior decision-makers, directly involved in shaping and experiencing the pitch process.