The Observatory International highlights the growing complexity and risks faced by advertisers when running agency pitches, especially amid a global talent shortage, consolidation among holding companies, and pressure on agency margins. Their recent blog notes that Chief Marketing Officers are navigating a rapidly changing landscape shaped by platform evolution, AI disruption, regulatory demands, and heightened expectations for brand and performance growth. While maintaining existing agency relationships is often preferable, there remain valid reasons to seek new partners, such as acquiring specialist skills or supporting strategic shifts. Agencies, however, have become increasingly selective about which pitches to pursue due to burnout, restructuring, and talent challenges within major groups. Poorly managed pitches now actively deter top agencies, prompting advertisers to reconsider their approach in order to attract strong partners and safeguard their brand reputation.
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