<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a16dbc0cd1f679fb0e14da3_2149136854-69c13b9fb3cb2808282669.webp" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Growth</span> <h1 class="gn-title">What Brand Feedback Reveals About Pitch Decisions</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>23 March 2026</span> <span class="pip"></span> <span>1 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">In analysing the feedback, several signals consistently appeared when brands explained why they selected a particular agency.</p> <p class="gn-reveal">These signals fall into three key categories:</p> <h2 class="gn-reveal">The Confidence Signals Brands Look For</h2> <h3 class="gn-reveal">1 - Strategic clarity</h3> <p class="gn-reveal">Brands frequently referenced agencies who showed a clear interpretation of the brief and demonstrated understanding of the business context.</p> <p class="gn-reveal">This appeared in approximately <strong>30% of positive pitch feedback</strong>.</p> <div class="gn-stats gn-reveal"> <div class="gn-stat"><span class="gn-stat__num">30<em>%</em></span><span class="gn-stat__label">Of positive pitch feedback cited strategic clarity as a deciding factor.</span></div> <div class="gn-stat"><span class="gn-stat__num">1<em>/4</em></span><span class="gn-stat__label">Of successful pitch responses mentioned clarity of delivery.</span></div> </div> <h3 class="gn-reveal">2 - Delivery confidence</h3> <p class="gn-reveal">In around <strong>one quarter of successful pitch responses</strong>, brands specifically mentioned the clarity of how the work would be delivered.</p> <p class="gn-reveal">This included:</p> <ul class="gn-reveal"> <li>project phases</li> <li>team structure</li> <li>collaboration processes</li> </ul> <p class="gn-reveal">These signals help brands visualise the working relationship before it begins.</p> <h3 class="gn-reveal">3 - Relevant expertise</h3> <p class="gn-reveal">Another common theme was the presence of experience relevant to the brand's challenge.</p> <p class="gn-reveal">Rather than referencing the size or prestige of previous clients, brands responded more strongly to agencies who could demonstrate experience solving <strong>similar problems</strong>.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal">Where Confidence Breaks Down</h2> <p class="gn-reveal">The pitch feedback also highlighted several areas where agencies lost momentum.</p> <p class="gn-reveal">One recurring theme was <strong>unclear strategic reasoning</strong>. In these cases, brands felt that the strategy presented lacked sufficient depth or explanation.</p> <p class="gn-reveal">Another common factor was <strong>commercial misalignment</strong>, which appeared in roughly <strong>one quarter of unsuccessful pitch responses</strong>.</p> <p class="gn-reveal">This often occurred when the pricing model did not clearly connect to the value or scope of the proposal.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal">The Real Decision Dynamic</h2> <p class="gn-reveal">Taken together, the data suggests that pitch decisions are heavily influenced by <strong>confidence signals</strong>.</p> <p class="gn-reveal">Brands are looking for evidence that an agency can:</p> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">What this means for you</div> <h4>The agencies who provide the clearest signals in these areas are often the ones who win the work.</h4> <ul> <li><strong>Understand the challenge.</strong> Brands frequently referenced agencies who showed a clear interpretation of the brief and demonstrated understanding of the business context.</li> <li><strong>Deliver effectively.</strong> Brands specifically mentioned the clarity of how the work would be delivered, including project phases, team structure, and collaboration processes.</li> <li><strong>Justify the investment.</strong> Commercial misalignment appeared in roughly one quarter of unsuccessful pitch responses, often when the pricing model did not clearly connect to the value or scope of the proposal.</li> </ul> </aside> </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/what-the-data-shows-about-why-agencies-win" class="gn-related__link"> <span class="gn-related__category">Intelligence</span> <span class="gn-related__title">What the Data Shows About Why Agencies Win</span> <span class="gn-related__excerpt">GO Network pitch data reveals strategic understanding drives 1 in 3 wins, while operational clarity and pricing framing decide the rest.</span> </a> </li> <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/inside-the-brand-brief-what-marketers-really-want-from-their-agencies" class="gn-related__link"> <span class="gn-related__category">Intelligence</span> <span class="gn-related__title">Inside the Brand Brief: What Marketers Really Want from Their Agencies</span> <span class="gn-related__excerpt">Analysis of 300+ UK brand briefs reveals hidden marketer priorities, the language signals agencies miss, and why strong credentials still ge</span> </a> </li> <li class="gn-related__item"> <a href="/articles/7th-to-13th-july-2025-agency-moves-public-sector-rfps" class="gn-related__link"> <span class="gn-related__category">Intelligence</span> <span class="gn-related__title">7th to 13th July 2025 - Agency Moves &amp; Public Sector RFPs</span> <span class="gn-related__excerpt">TK Maxx, Virgin Atlantic, TfL, and W Hotels all confirmed agency decisions this week. See every pitch win, appointment, and public sector RF</span> </a> </li> </ul> </aside>