Pitch, Please: We Still Be Chasing the Big Brief?
Ah, the pitch: advertising’s most glamorous bloodsport. A thrilling, anxiety-laced, caffeine-fueled spectacle where creative agencies bare their souls (and decks) in the hopes of winning the affection and budgets of brand suitors. It’s part romance, part gladiator match, and part unpaid consultancy.
But as the marketing world evolves faster than an intern’s breakdown during Cannes, agencies are beginning to ask: is pitching still worth it? Or are we just giving away our best ideas for free, like suckers at an open bar?
Let’s unpack this.
The Case For Pitching: The Hunt, the Glory, the Portfolio Candy
1. The Thrill of the Chase
There’s nothing quite like the buzz of a pitch. The war room energy. The brainstorms that bleed into brunch. The mad dash for the big idea that will stun the client into forgetting you mispronounced their name in the intro.
For many creatives, pitching is the game. It’s where reputations are made and reels are filled. Winning a major account is still a badge of honor, a proof point that your agency has the edge and not just a clever TikTok strategy for gluten-free dog food.
2. Access to New Markets
Pitches open doors. They allow agencies to break into new categories, industries or regions. Want to move from edgy fashion to conservative finance? You can’t flirt your way in. You pitch.
3. Exposure Therapy for the Ego
There’s something character-building about pouring weeks into a concept, only to have it die in a 20-minute Zoom with someone named Cheryl who “wasn’t feeling it.” Rejection builds resilience. And drinking habits.
The Case Against Pitching: Free Ideas, False Promises and Emotional Scarring
1. The Free Work Problem
Let’s be clear: pitching is unpaid work. Agencies spend tens or even hundreds of thousands crafting bespoke campaigns, only for a client to ghost, Frankenstein your ideas or worse, award the business elsewhere and use your work anyway with “slight tweaks.”
Imagine walking into a restaurant, asking four chefs to cook you dinner for free, and only paying the one whose food made you cry nostalgically. It’s absurd. Yet here we are.
2. The Culture Tax
Pitching burns people out. Late nights, tight deadlines and last-minute pivots like “What if the dog talks and also raps?” wreak havoc on morale and culture. The creative team is exhausted. The strategist is weeping into a spreadsheet. The account manager is on their third therapist.
And for what? A one-in-five shot at glory?
3. The Misalignment Mirage
Pitches are dating profiles: charming, polished, slightly misleading. Real partnerships require trust, chemistry and the ability to say, “This brief makes no sense.” None of that is visible in the pitch theatre. Which is why many agency-client marriages break down before the first year ends.
So… What’s the Alternative?
More agencies are setting boundaries. Some refuse to pitch entirely. Others charge for strategic work upfront. Some insist on chemistry sessions before even lifting a Sharpie. These aren’t acts of arrogance. They’re acts of self-respect.
And clients are starting to come around. Many are tired of the song and dance too. They want real conversations, not rehearsed reveals. They’re beginning to value the process over the ta-da moment.
Final Verdict: To Pitch or Not to Pitch?
It depends. (You knew this was coming.)
If the opportunity is aligned, the relationship feels respectful, and the brief isn’t just a wish list duct-taped to a deadline, then pitch your heart out. But do it with eyes wide open, budget appropriately and never bet the agency on a single shot.
Otherwise? Politely decline. Suggest a paid discovery session. Recommend therapy. Respect yourself enough to say: we’re not here to be your free idea farm.
Because in the end, great agencies don’t chase. They attract. They earn their seat at the table not by auditioning but by consistently delivering great work and great partnership.
So the next time a pitch invite lands in your inbox, take a breath and ask: do we want to win this, or are we just afraid of missing out?
Then respond accordingly.
With or without the talking dog.
