Provoke Insights put out a press release discussing the thought leadership research conducted concerning the pitch process and advertising agencies.  Pitching remains a core part of agency life, but many teams feel the pressure. The ad pitch research surveys 736 advertising and marketing professionals to understand the impact on staff and what clients want from a pitch.

Key findings:

81 percent of advertising professionals take part in pitches. Eleven percent of agencies pitch every week of the year, and more than half pitch at least ten times annually. This process increases stress levels by 28 percent on average.

When asked what makes a pitch stand out, client-side marketers say creativity and a clear understanding of company goals matter most. Industry experience, good listening, cost efficiency, and solid research also help agencies win. Advertisers specifically name survey research as the best way to strengthen a pitch and show deeper insights.

Companies still rely on agencies for digital and social media, web design, and interactive campaigns, while traditional media like print ads, events, and commercials remain important parts of the plan. Larger companies spend far more than smaller companies, often by a factor of ten to fifty times.

Our ad pitch research also finds that working only on retainer is rare today. Many brands prefer a combination of retainer and project-based contracts, with 24 percent working project-by-project only.

These results confirm that research is not just an add-on. It gives agencies a stronger story, reduces risk for clients, and makes pitches more compelling and successful.  Want to see our topical research?  It can help with specific ad pitches.  Check out our latest trends data here.