Pitching: Stop Complaining, Start Acting

A call for maturity in agency selection

Every month, someone publishes an opinion piece lamenting the chaos of pitch processes: frustration, overwork, wasted creativity. The recent EACA report confirms it: the model is cracking. But the real question is this—do we keep complaining, or do we take action?

Here are my three key recommendations, based on 17 years of experience as a pitch consultant and over 40 years on the client side.

1. Do you really need a pitch? Or do you just need to work better together?

We see it all the time: the same agency that shines for Client A underperforms for Client B. The difference? Not the agency—but the collaboration.

For many advertisers, the right question isn’t “Which new agency should we hire?”, but rather “What can we do to improve the relationship with our current agency?”

A pitch is not the answer to a relationship problem. Often, it’s a symptom of poor communication, vague expectations, or lack of structured feedback. Without dialogue, there’s no progress.

That’s why we developed a low-threshold, two-way evaluation tool—COLLAB—which helps brands and agencies gain constructive insights into their collaboration. We’ve now used it in over 280 agency-client relationships, delivering tangible results. It helps spot friction before it turns into a rupture. And yet, I still hear agencies say: “Aren’t we waking sleeping dogs?”

Well—those dogs are already wide awake. And if you do nothing, they bite… with a pitch.

2. Still need a pitch? Then do it properly.

If you do decide to look for a new partner, do it right. And above all—don’t do it alone.

Most advertisers lack sufficient knowledge of the agency market and have little experience running a transparent, effective pitch process. That’s no shame—but it’s a risk. Today, over 80% of pitches in Belgium are run without external support. The result? Confusing processes, sloppy briefings, unrealistic timelines, and disappointment on all sides.

Both clients and agencies should advocate for professional support. A pitch is a strategic decision moment. Just as you’d use a headhunter for an executive hire, you should rely on a professional pitch consultant for an agency search. They bring structure, clear evaluation criteria, market knowledge—and most importantly, respect for people and their work.

Why take such care with agency selection? Because professional guidance ensures objectivity, transparency, and time savings for everyone involved. According to ACC research, 65% of Belgian agencies—yes, even those traditionally wary of pitches—rate PitchPoint-led processes positively. Compare that to just 36% for non-guided pitches. And yet…

Agencies also bear responsibility. Don’t jump on every pitch. Choose wisely. Only engage in processes that are respectful, strategically sound, and well-organized. Say a firm no to any pitch that’s based on gut feel or smells unfair.

3. Stop using creative pitches as the default.

Creative pitches may sound exciting—but they rarely lead to sustainable decisions. Creative concepts developed for a pitch are often quick shots in the dark, conceived in isolation by one or two people. There’s no context yet, no collaboration, no real dialogue. You either “hit” or “miss”, and if you miss, the whole effort is binned.

Worse still: one subjective comment—“I don’t like the color”, “That headline feels off”—can cause a perfectly qualified agency to be written off entirely. Goodbye strategic insights. Goodbye chemistry. Goodbye connection.

Let’s be clear: you’re not buying a one-off campaign—you’re selecting a long-term partner.

So judge agencies on the work they’ve done, and more importantly—on the story behind that work. How did they approach it? With which team? What was the result? That tells you far more than a pressure-cooked pitch concept ever could.

Still want a glimpse into an agency’s creative thinking? Then run a co-creation session or a collaborative workshop on a real business challenge. But steer clear of theatrical stunts that don’t survive outside the pitch room.

Time for Maturity

The numbers in the EACA report speak volumes. But beyond the data lies a choice: do we keep sighing under the weight of amateurish selections and wasted creative energy? Or do we opt for a professional approach that benefits everyone?

Pitching can be valuable. If done right. Smart. Transparent. Human. Focused on partnership—not performance. At PitchPoint, we’ve been proving since 2008 that it can be done differently. Now’s the time for the rest of the industry to follow suit.