<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a738b7bd364d889326b927_651d3d5648b273821704f0ae_65157504c89a28f6a98f86ff_Header20(1).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Growth</span> <h1 class="gn-title">RESEARCH: The major factors that are making - or breaking - agency pitches</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>2 October 2023</span> <span class="pip"></span> <span>8 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">We've recently analysed feedback from in-house marketing leaders over more than 250 chemistry calls and pitches to identify the key positive and negative factors that are influencing decisions in the marketing agency pitch process.</p> <h2 class="gn-reveal"><span class="num">01</span>Why feedback matters</h2> <p class="gn-reveal">The GO Network regularly manage a wealth of pitch processes of varying sizes and scales. From one-off projects to full agency roster reviews, however, a key component of any process is <strong>feedback.</strong></p> <p class="gn-reveal">But why does feedback in a pitch process matter?</p> <p class="gn-reveal">For agencies, this might seem like a foolish question. Still, out in the wider marketing world, poorly delivered feedback (or no feedback at all!) is a common bugbear of the agency pitching and appointment process.</p> <p class="gn-reveal">There are plenty of reasons for this; In-house teams may feel nervous about being direct with negative feedback for fear of alienating the agency, or they may be lacking a strong evaluation framework in the first place.</p> <blockquote class="gn-blockquote gn-reveal">"As signed supporters of the <a href="https://www.pitchpositivepledge.co.uk/" target="_blank"><strong>Pitch Positive Pledge</strong></a>, the feedback we deliver to agencies who pitch through The GO Network always comes directly from the client. It is never our interpretation of the feedback, it is delivered in their own words. Whether agencies agree with this feedback is often subjective, but embracing this feedback and then considering how they can leave the process with the best possible opportunity of a future relationship with the client is something we encourage all agencies to do."<cite>Russell Oakley · Managing Director and Co-Founder</cite></blockquote> <p class="gn-reveal">Inadequate feedback doesn't only do damage in the pitch process, either. For in-house marketers who aren't in the habit of providing direct, honest feedback, this can lead to issues in brand-agency relationships down the line as well.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Christopher Slevin, Creative Director at Inkling Agency on feedback in ongoing client-agency relationships." src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a738c5e46aff98e7cae847_651575cbdbf7a695a3bf60c0_Christopher%2520Slevin%2520-%2520Quote.png" width="auto" height="auto" loading="auto"></div> <figcaption>Christopher Slevin, Creative Director at Inkling Agency, on feedback in ongoing client-agency relationships.</figcaption> </figure> <p class="gn-reveal"><a href="https://www.linkedin.com/in/christopher-slevin-61961331/" target="_blank"><strong>Christopher Slevin</strong></a>, Creative Director at <a href="https://www.inklingculture.agency/" target="_blank"><strong>Inkling Agency</strong></a>, shared his perspective on why feedback is just as crucial in ongoing client-agency relationships as in the initial pitch process.</p> <blockquote class="gn-blockquote gn-reveal">"At Inkling, we cherish the candid relationships we have with clients. Our side of the relationship is to bring communications knowledge and creativity – but no way are we arrogant enough to think we know the brand better than them. So, we will always push our clients to stand up to their end of the bargain and <strong>be blunt and honest if what we are saying doesn't resonate with their values</strong>. It's better to find out early if you are going down the wrong track – so we like to keep clients in the loop throughout the process."<cite>Christopher Slevin · Creative Director, Inkling Agency</cite></blockquote> <h2 class="gn-reveal"><span class="num">02</span>Analysing agency feedback</h2> <p class="gn-reveal">We've recently analysed <strong>128</strong> feedback forms shared by in-house teams for agencies involved in chemistry calls (a precursor to any final pitch as part of The GO Network process), and <strong>132</strong> feedback forms provided to agencies after a final pitch.</p> <p class="gn-reveal">Of the forms provided, the split between feedback shared in cases of the agency being unsuccessful vs. cases of the agency being successful were equally balanced, and split into 3 categories, '<strong>Successful, Unsuccessful, or Unsuccessful - making further introductions</strong>'.</p> <p class="gn-reveal">In analysing the qualitative data, The GO Network team highlighted key 'deciding factors', common positive feedback, and common negative feedback, to quantify some of the major themes in what makes or breaks an agency's chances of success.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="The factors identified across both positive and negative feedback" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a738c5e46aff98e7cae84d_651575437e1be3315b3fadc9_Overview%2520of%2520all%2520factors%2520(1).png" width="auto" height="auto" loading="auto"></div> <figcaption>The factors identified across both positive and negative feedback</figcaption> </figure> <h2 class="gn-reveal"><span class="num">03</span>Common themes across feedback</h2> <p class="gn-reveal">The common threads across the pitch and chemistry call feedback (mentioned in more than 5% of feedback forms) were:</p> <p class="gn-reveal"><strong><em>Specific negatives - most frequently mentioned in unsuccessful chemistry calls:</em></strong></p> <p class="gn-reveal"><em>- Senior contact on call overwhelming conversation (28.3%)</em></p> <p class="gn-reveal"><em>- Lack of interest in brand (34.0%)</em></p> <p class="gn-reveal"><em>- Practical capabilities (22.6%)</em></p> <p class="gn-reveal"><em>- 'Arrogance' (24.5%)</em></p> <p class="gn-reveal"><strong><em>Specific positives - most frequently mentioned in successful chemistry calls:</em></strong></p> <p class="gn-reveal"><em>- Asked questions about the brand (32.3%)</em></p> <p class="gn-reveal"><em>- 'Had clearly done research' (24.6%)</em></p> <p class="gn-reveal"><em>- Enthusiasm for the brand and project (27.7%)</em></p> <p class="gn-reveal"><strong><em>Specific negatives - most frequently mentioned in unsuccessful pitches:</em></strong></p> <p class="gn-reveal"><em>- Lack of chemistry/offputting approach (20.5%)</em></p> <p class="gn-reveal"><em>- Lack of depth/understanding of brief and brand (52.8%)</em></p> <p class="gn-reveal"><em>- Lack of personalisation in presentation (37.7%)</em></p> <p class="gn-reveal"><em>- Commercials (24.5%)</em></p> <p class="gn-reveal"><em>- Practical resource/capability to deliver (30.2%)</em></p> <p class="gn-reveal"><strong><em>Specific positives - most frequently mentioned in successful pitches:</em></strong></p> <p class="gn-reveal"><em>- Culture and personality fit (50.0%)</em></p> <p class="gn-reveal"><em>- Presentation style (66.7%)</em></p> <p class="gn-reveal"><em>- Understanding of the business or brand (75.0%)</em></p> <p class="gn-reveal"><em>- Specific expertise (54.2%)</em></p> <p class="gn-reveal"><em>- Personalised approach and relevance to brand (62.5%)</em></p> <div class="gn-stats gn-reveal"> <div class="gn-stat"><span class="gn-stat__num">75<em>%</em></span><span class="gn-stat__label">of successful pitches cited understanding of the business or brand as a positive factor.</span></div> <div class="gn-stat"><span class="gn-stat__num">52.8<em>%</em></span><span class="gn-stat__label">of unsuccessful pitches cited lack of depth/understanding of brief and brand as a negative factor.</span></div> <div class="gn-stat"><span class="gn-stat__num">66.7<em>%</em></span><span class="gn-stat__label">of successful pitches cited presentation style as a positive factor.</span></div> <div class="gn-stat"><span class="gn-stat__num">34<em>%</em></span><span class="gn-stat__label">of unsuccessful chemistry calls cited lack of interest in brand as a negative factor.</span></div> </div> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">04</span>The major NEGATIVE factors in feedback for marketing agencies from in-house marketers</h2> <p class="gn-reveal">Though the above themes were broader and noted most commonly, there were also a few more specific comments that came up again and again.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="The Most Common Negative Feedback Cited in Unsuccessful Chemistry Calls" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a738c5e46aff98e7cae853_65157571782ca3f0cf054bf7_Unsuccessful%2520Chemistry%2520Calls%2520-%2520Negatives.png" width="auto" height="auto" loading="auto"></div> <figcaption>The most common negative feedback cited in unsuccessful chemistry calls.</figcaption> </figure> <h3 class="gn-reveal">A lack of chemistry or an 'offputting' approach</h3> <p class="gn-reveal">This challenge, coming up in more than <strong>20%</strong> of all unsuccessful pitches, in-house teams felt that the agency was either disinterested in working for the brand, had not respected the bounds of the brief, or had been overly critical of the brand without providing a clear value out of those criticisms.</p> <p class="gn-reveal">There's often a question around the matter of 'questions' in the briefing process. To an extent, in-house teams appreciate questions that demonstrate an interest in the brand and show a level of expertise from the agency. However, if those questions don't seem to manifest into any additional insight at pitch, then this can leave a sour taste.</p> <p class="gn-reveal">Learn: <a href="https://www.thegonetwork.com/news/how-to-find-and-work-with-marketing-agencies-for-better-client-agency-relationships" target="_blank"><strong><em>How to Get the Best from your Marketing Agency Relationships</em></strong></a></p> <h3 class="gn-reveal">Senior people overwhelming the conversation, or not introducing the day-to-day teams</h3> <p class="gn-reveal">Another major factor is seemingly found in the balance between who to bring to the pitch or call. Whilst many in-house respondents shared that they appreciated the presence of senior leadership, demonstrating the value of the potential client in the agency's eyes, feedback was often split between <strong>a concern that senior team members leading the call didn't allow space for more junior teams</strong> or delivery team members to actually add anything.</p> <p class="gn-reveal">On the other side of this was a commonly cited issue of failing to introduce the day-to-day team at all.</p> <p class="gn-reveal">In cases of unsuccessful conversations and pitches, 'people involved in the conversation' was one of the single most common pieces of feedback mentioned across each submission.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="The Most Common Negative Feedback Cited in Unsuccessful Pitches" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a738c5e46aff98e7cae857_651575832996aea0af8e5bad_Unsuccessful%2520Pitches%2520-%2520Negatives.png" width="auto" height="auto" loading="auto"></div> <figcaption>The most common negative feedback cited in unsuccessful pitches.</figcaption> </figure> <h3 class="gn-reveal">Practical challenges like capacity, resource, or budget</h3> <p class="gn-reveal">Though a creative approach or flexible commercials can often be cited as a positive influencing factor, it appears that any pitch in which <strong>an agency has strayed too far from the initial brief</strong> in terms of budget or proposed strategy has a lower chance of success.</p> <p class="gn-reveal">Tiered approaches to commercials or alternative approaches are often included as positive feedback, but there are limits to this.</p> <p class="gn-reveal">Specific examples of this would be an agency providing a proposed budget that is well out of range of the initial brief, or 'overstepping' on creative solutions where limits have been set by the brand regarding brand guidelines, etc.</p> <p class="gn-reveal">Discover: <a href="https://www.thegonetwork.com/news/what-you-need-to-know-about-running-a-marketing-agency-pitch" target="_blank"><strong><em>What you Need to Know About Running a Marketing Agency Pitch</em></strong></a></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">05</span>The major POSITIVE factors in feedback for marketing agencies from in-house marketers</h2> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="The Most Common Positive Feedback Cited in Successful Chemistry Calls" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a738c5e46aff98e7cae84a_651575a1b5e4ce1a2cce74ba_Successful%2520Chemistry%2520Calls%2520-%2520Positives.png" width="auto" height="auto" loading="auto"></div> <figcaption>The most common positive feedback cited in successful chemistry calls.</figcaption> </figure> <h3 class="gn-reveal">A deeper understanding of the brand, particularly the challenges they may face, and offering solutions</h3> <p class="gn-reveal">One of the most common factors shared in positive feedback is that of the brand feeling that the agency had undertaken an active effort to further understand the brand itself, with particular praise being given in cases where agencies had uncovered additional challenges and started to brainstorm potential solutions.</p> <p class="gn-reveal">Looking at the most common positive factors mentioned following successful chemistry calls, <strong>24.6% of respondents</strong> highlighted the agency having "<strong>clearly done their research</strong>".</p> <aside class="gn-quote gn-reveal"><q>Agencies, at times, hasten to prove their expertise. Nonetheless, especially in the initial stages, showcasing their grasp and insight is pivotal in giving the client a base layer of confidence, providing a springboard to delve into the agency's experience, capabilities, and ways of working further.</q><cite>Russell Oakley · Managing Director and Co-Founder, The GO Network</cite></aside> <p class="gn-reveal">As <strong>Russell</strong> shares, "This information is always front and centre of any The GO Network brief. It sounds simple but often feedback will allude to the fact that either agencies haven't read this thoroughly or haven't demonstrated that they have this information clearly or articulately enough."</p> <h3 class="gn-reveal">Chemistry and ways of working: 'I can see myself working with the team'</h3> <p class="gn-reveal">In much the same way that a lack of chemistry can prove damaging to initial client-agency conversations, positive chemistry, and a strong culture fit can often make all the difference in a final decision.</p> <p class="gn-reveal"><strong>50.0% of client teams</strong> said one of their reasons for picking an agency was because <strong>it was a good fit culturally and personality-wise</strong>, with particular flags around ways of working, the agency values, and the chemistry between team members on the call.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="The Most Common Positive Feedback Cited in Successful Pitches" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a738c5e46aff98e7cae850_651575ae7a0f2fe690659fc0_Successful%2520Pitches%2520-%2520Positives.png" width="auto" height="auto" loading="auto"></div> <figcaption>The most common positive feedback cited in successful pitches.</figcaption> </figure> <h3 class="gn-reveal">A personalised, enthusiastic approach to the challenge</h3> <p class="gn-reveal">Demonstrating genuine interest, intrigue, and understanding of the client's business, industry, current situation, reason for the agency pitch, and objectives will almost always land well, with <strong>27.7%</strong> of positive feedback at chemistry call stage specifically citing that <strong>the agency had shown "active enthusiasm" for the brand</strong>.</p> <p class="gn-reveal">Alongside this, more than <strong>60% of successful pitch responses</strong> from the client mentioned their appreciation of a more <strong>personalised approach in the presentation</strong>.</p> <p class="gn-reveal">Posing insightful and considered questions and explaining the rationale behind them not only instils client trust but also showcases the agency's commitment and enthusiasm for the brief.</p> <p class="gn-reveal">This is the other side of the 'questions' question, so to speak. Being actively interested in the brand, and demonstrating critical thinking through curiosity about the brand and the brief is often considered a positive factor, provided that these questions eventually bear fruit with a positive response.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Carl Hewitt, CEO and co-founder of Hewitt Matthews on continuing successful feedback cycles in the client-agency relationship." src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a738c5e46aff98e7cae861_651575befd1bdbd771fc85e4_Carl%2520Hewitt%2520-%2520Quote.png" width="auto" height="auto" loading="auto"></div> <figcaption>Carl Hewitt, CEO and Co-Founder of Hewitt Matthews, on continuing successful feedback cycles in the client-agency relationship.</figcaption> </figure> <h2 class="gn-reveal"><span class="num">06</span>Going beyond the pitch: building stronger feedback processes in client-agency relationships</h2> <p class="gn-reveal">Whether successful or unsuccessful at pitch, it's important to remember that an unsuccessful pitch doesn't need to mean the end of the working relationship.</p> <p class="gn-reveal">In fact, across the feedback analysed, most brands said they were interested in maintaining a future relationship with agencies that didn't win the pitch, as long as those agencies had impressed them in two critical areas: building positive chemistry, and demonstrating their interest in the brand.</p> <p class="gn-reveal">Even after successful pitches, the importance of feedback isn't diminished.</p> <blockquote class="gn-blockquote gn-reveal">"Throughout the relationship but especially in the early days, the ideal feedback is <strong>Specific, Honest and Constructive</strong>. In the first few weeks, we are unlikely to have figured out every nuance of each other's communication patterns &amp; personalities yet. So, without those 3 things, we risk assumptions being made and misalignments creeping up on us. If that happens, two parties can easily go off in different directions without knowing it until it's too late! <strong>Clear expectations and genuine feedback on deliverables are the key</strong>. And don't worry, if it's constructive, no one's feelings will get hurt here!"<cite>Carl Hewitt · CEO and Co-Founder, Hewitt Matthews</cite></blockquote> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">What this means for you</div> <h4>The factors that consistently make or break agency pitches.</h4> <ul> <li><strong>Do your research visibly.</strong> 24.6% of successful chemistry call feedback cited the agency having "clearly done their research", and 75.0% of successful pitches cited understanding of the business or brand as a key positive.</li> <li><strong>Balance your team carefully.</strong> Senior contact on call overwhelming conversation came up in 28.3% of unsuccessful chemistry calls. Ensure delivery team members have space to contribute and are introduced.</li> <li><strong>Stay close to the brief on commercials and creative.</strong> Any pitch in which an agency has strayed too far from the initial brief in terms of budget or proposed strategy has a lower chance of success.</li> <li><strong>Show genuine enthusiasm and personalise your approach.</strong> More than 60% of successful pitch responses mentioned appreciation of a more personalised approach in the presentation, and 27.7% cited active enthusiasm for the brand.</li> <li><strong>Keep building the relationship after pitch.</strong> Most brands said they were interested in maintaining a future relationship with agencies that didn't win the pitch, as long as those agencies had impressed them in two critical areas: building positive chemistry, and demonstrating their interest in the brand.</li> </ul> </aside> <p class="gn-reveal"><em>The GO Network process allows and encourages clients to be as thorough and constructive as they can be in feedback. To learn more about our pitch management process for in-house and agency leaders alike, </em><a href="/get-in-touch-with-go" target="_blank"><em>get in touch now</em></a><em>.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/the-major-factors-that-are-making-or-breaking-agency-pitches" class="gn-related__link"> <span class="gn-related__category">Intelligence</span> <span class="gn-related__title">The major factors that are making - or breaking - agency pitches</span> <span class="gn-related__excerpt">Analysis of 250-plus pitches reveals what in-house marketing leaders actually decide on, and the honest feedback agencies rarely hear.</span> </a> </li> <li class="gn-related__item"> <a href="/articles/pulse-check-23-major-marketing-communications-statistics-for-2023" class="gn-related__link"> <span class="gn-related__category">Intelligence</span> <span class="gn-related__title">Pulse Check: 23 Major Marketing Communications Statistics for 2023</span> <span class="gn-related__excerpt">Survey data from 150+ agency and in-house leaders covers budgets, outsourcing trends, attribution challenges, and brand loyalty shifts shapi</span> </a> </li> <li class="gn-related__item"> <a href="/articles/authenticity-loyalty-and-reputation-the-major-marketing-communications-trends-for-2023" class="gn-related__link"> <span class="gn-related__category">Intelligence</span> <span class="gn-related__title">The Major Marketing Communications Trends for 2023</span> <span class="gn-related__excerpt">Over 150 agency and in-house leaders weighed in. 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