Welcome to a new era of brand-agency relationships

… with adspend forecasts revised up for 2024 and 2025, digital channels continue to expand dynamically, and consumers’ expectations of brands show no signs of abating writes Richard Robinson, executive director, Ingenuity+ (pictured). 

As we move forward, the relationships between brands, agencies and intermediaries have never been more connected. Each player has a unique and vital role to play in driving mutual success and value. When all parties come together in the spirit of collaboration, the outcomes can be extraordinary. 

The ability to connect the marketing world and unlock the full potential of creativity, strategy and innovation is at our fingertips – but we’re not quite there yet. Something new is needed. 

In our first study since Ingenuity rebranded our intermediary service to Ingenuity+, we surveyed over 500 senior marketers (marketing directors through to CMOs) to understand what snags exist in the brand-agency relationship. In short, our findings highlight a growing misalignment between brands and agencies when it comes to the business of pitching.

The results also reveal that 98% of brands are likely to initiate a pitch for some or all of their marketing within the next 12 months. Over two-thirds definitely will. This suggests we’re at a reset point, where brands and agencies can realign to form new and better partnerships. 

To understand why so many plan to pitch and how relationships can improve, let’s examine the current landscape.

1. Agency selection is increasingly complex

The growing complexity of the agency landscape is a major factor contributing to significant movement and activity in the pitch market. 

There are now more than 30,000 agencies operating in the UK. These agencies span a wide range of geographies and specialties, from creative and media buying to digital and social media management. It’s no wonder, then, that brands are finding it increasingly difficult to navigate the crowded market and identify the right partners for their needs.

1. Agencies and brands are not aligned on what is meant by a ‘pitch’

There is a significant disconnect between how brands and agencies define the pitch process.

Agencies predominantly (82%) think of a pitch in terms of the traditional full pitch process, where they invest significant time and effort into chemistry sessions, briefings, and multiple stages of presentations. However, brands are increasingly defining the pitch process in broader, more flexible terms, ranging from short-form chemistry sessions through to full-service processes. 

The traditional full-service pitch model still has a role to play—23% of marketers still expect this process. But it’s no longer needed or expected by every brand for every agency selection process, especially when it comes to traditionally lower budget areas of spend, such as PR or social media. 

The industry needs a new approach. Over a quarter of brands want a shorter, more targeted pitch, or even a series of 20-minute chemistry meetings, to enable greater efficiency and quicker decision-making. Meanwhile, 25% are open to simply receiving well researched lists of recommended best-in-class agencies.

1. Brands are frustrated with their agencies

Brands regularly initiate pitches due to frustration with their agency, and according to our research, only 18% of senior marketers surveyed feel “very confident” in their current agency partners. The most common complaints include poor operational discipline and friction with other agencies in the group (both expressed by 23%).

1. The role for intermediaries is growing

All of this means agency search and selection needs more thought to ensure the right process and partner wins. But with so many other demands on their time, senior marketers have to rely more heavily on others to handle things for them.

Nine in 10 brands are now seeking intermediaries to guide them. Intermediaries provide the objectivity and strategic advice needed to ensure brands find the right agency partner, not just for a single campaign, but for long-term growth. This trend is likely to continue as marketing departments become more stretched and the demand for specialised agency expertise grows. 

And the good news for agencies is that most client complaints can be easily resolved when a brand’s expectations are properly managed, they are advised on best practice, and their needs are effectively communicated. 

This pressing need for additional support is why Gill Huber, Duncan Wood and I have joined forces to supercharge Ingenuity’s intermediary service with the rebrand to Ingenuity+. We are introducing a new standard for intermediaries that goes beyond traditional search and selection to offer progressive, flexible and agile pitch processes for every brief every time. We will ensure brands and agencies no longer experience the limitations of legacy processes to ensure the right agency and the right brand can come together and grow together.

The future is bright
There is so much potential in our industry today. We work in a space filled with passionate, talented people who are committed to pushing boundaries and redefining what’s possible. Brands are more open to innovative ideas, agencies are ready to challenge the status quo, and as an intermediary, we are here to guide the way forward by providing the expert, bespoke, guidance to bridge the gaps and help all parties achieve their goals. 

Looking forward, I’m now more confident than ever that we have the progressive processes needed to navigate these opportunities and complexities and emerge even stronger. 

The future is bright. Here’s to the new era of pitching, and to the success we’ll all achieve together.