The “humanity” of advertisers will help agencies decide which business to pitch for

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 07, 2020, 12:28 PM UTC

This could be an opportune time to nourish the existing agency-client relationship.

This article shares how the pitching process of agencies has been impacted by the pandemic. Marketing consultancy, Ebiquity’s Laetitia Zinetti suspects that Q3 will see a lot more brands reviewing their agencies.

As per Oystercatcher’s Richard Robinson, brands are shifting their focus from long-term brand growth to real-time focus. An ID Comms’ study revealed that 69% of agencies have reported pitches being delayed, postponed or cancelled due to the pandemic.

ID Comms’ Tom Denford states, “Many leaders say they will be more selective about what they compete for.” Denford further adds that an advertiser’s humanity will impact the pitches the agencies choose to compete for.   

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[4 minute read]