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What Brands Value in Marketing Agency Pitches

by Ayaz Nanji  |  
January 30, 2018
  |  1,386 views

Agencies overestimate the importance of reputation and underestimate the importance of cost/value when pitching brands, according to recent research from Vennli.

The report was based on data from a survey of 200 US-based professionals who work either for marketing agencies or for brands as in-house marketers.

Some 34% of agency respondents say the fact that their firm is recognized and respected in the market is a major reason they win pitches. But just 15% of marketers say agency reputation plays an important role in influencing their selection decisions.

Only 13% of agency respondents say high value for cost strongly influences which partners brands choose. However, 42% of marketers say high value for cost plays an influential role when evaluating pitches.


Some 89% of marketing agencies with a pitch win rate of 50% or higher say they use primary research when developing pitches. Just 64% of marketing agencies with a pitch win rate of 40% or lower say they conduct primary research when developing pitches.

Marketing agencies with a pitch win rate of 50% or higher are more more likely to say rethinking potential clients' entire strategies is very influential on partner selection, compared with agencies with win rates of 40% or lower.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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