Even though smaller agencies are needed now more than ever, the advertising industry is set up for them to fail… According to an article in Campaign UK, the typical cost of a pitch for an agency in 2023 was £50,057 — up 26% from the year prior.

Pitch culture is hugely inefficient, unsustainable and inequitable. Here’s why:

• Loose briefs: Limiting strategy and creativity to undefined briefs with tight deadlines kills insight and promotes burnout.
• Wastage: Pitch theatre leads to unnecessary waste — of time, money, and even environmental resources.
• Closed access: High entry bars make it impossible for small agencies to even compete. Ironically, big agencies then hire those same small teams behind the scenes.

For example, a big organisation we did some of their most impactful work for launched a tender for a new agency. Only the usual big names were invited. Two of them came to us for help. One month after the pitch was awarded, the client contacted us directly to support the winning agency because “they’re just not getting it.”

Until smaller, focused agencies that serve niche audiences are allowed to equitably compete, the industry will remain stale — and brands will keep missing the mark.

So what do we do?

• If you’re a big agency relying on a smaller one for pitch support, guarantee them a share of the work if you win — or at least offer bonuses.
• Brands must lead change by redefining pitch processes. Current norms aren’t sustainable or equitable.
• Procurement needs reform. Many lists don’t open for five years. That’s far too rigid.
• Stop asking for unpaid proposals if budgets don’t exist. Don’t lift external ideas to execute them in-house.
• Agencies — assemble! Collaborate equitably to win pitches you might not win alone.

At Word On The Curb, we are a small but mighty award-winning agency that will continue to take on the big dogs to move the industry forward!

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