[Field Guide] Disrupting the Pitch: Level the Playing Field for Smaller Agencies

Introduction: A System Ready for Change

Pitching remains one of the cornerstones of the advertising industry, a process where agencies vie for client attention by presenting their best strategic and creative ideas. It’s often the high-stakes “first date” that can determine the trajectory of multi-million-dollar partnerships. Yet, like any longstanding tradition, the pitching process has evolved into a system with 

its own entrenched biases, inefficiencies, and pitfalls. In many ways, it remains a relic of a time when large agencies reigned supreme—and were often the only options for big brands looking to make a splash.

Today, the advertising landscape has undergone massive disruption. The digital era has ushered in new channels, specialized knowledge areas, and consumer behaviors that demand faster, smarter, and more agile thinking than ever before. Ironically, while smaller agencies are often the most adept at meeting these modern challenges, they continue to operate in the shadows of industry behemoths. Time and again, we see a cycle that privileges size over innovation, budgets over fresh thinking, and established reputations over bold new voices.

This article aims to lay bare the structural inequities in the pitch process, explore why smaller agencies have so much to offer, and propose actionable steps to create a more equitable system. We will dive into the historical context of pitching, examine how current practices harm not just smaller agencies but also clients, and provide a roadmap for the future. Ultimately, this is a call to action for an industry that has always positioned itself as forward-thinking: we must challenge the status quo to remain truly relevant and effective in a rapidly changing world.

The Evolution of the Pitching Process

To understand where we stand today, it’s important to look at how the pitching process took shape. Historically, advertising was dominated by a handful of “Madison Avenue” giants, especially in the mid-20th century. The “Big Idea” was a prized commodity, and agencies like Ogilvy & Mather, McCann Erickson, and J. Walter Thompson wielded immense influence.

Pitching in this era was often an exclusive affair reserved for the largest agencies, as they had the budgets and personnel to develop fully formed campaigns to woo potential clients. The process became increasingly theatrical, with elaborate presentations, meticulously designed storyboards, and agency “war rooms” dedicated to winning the big account. Over time, this approach formed the template for pitching: a grand unveiling of near-complete creative work, offered freely to entice the client’s signature on a contract.

However, new types of agencies emerged as media channels proliferated—first radio and television, then cable, and now digital platforms. Some specialized in direct marketing, others in event activations, while more recent years have seen the rise of digital-first agencies focusing on social media, content marketing, and SEO. Despite this blossoming diversity, the pitch process remained largely unchanged, favoring those with the resources to produce high-polish pitches.

The Current State of the Advertising Landscape

The modern advertising industry is both exceedingly complex and brimming with opportunity. With new platforms emerging almost weekly—TikTok, Twitch, and the expanding universes of Instagram and YouTube, to name a few—there is a growing demand for specialised knowledge. Brands require agencies that can not only craft compelling narratives but also understand the nuances of each platform, adapt quickly, and leverage real-time analytics to optimize campaigns.

Yet, the lion’s share of big-budget accounts still go to large, multinational agencies that often present a broad range of 

services under one roof. While this can seem advantageous, it also comes with bureaucracy, slower decision-making, and less room for creative risk. On the other hand, smaller agencies excel in niche specialties—whether it’s influencer marketing, content creation for emerging digital channels, or hyper-local targeting. They operate with minimal overhead, making them more affordable and more nimble, but they often struggle to gain a fair shot during the pitch process.

Procurement and the Bottom Line

One key driver behind the continued preference for larger agencies is procurement. Many big brands and corporations have procurement departments that evaluate potential agency partners based on risk, cost, and perceived scale. Even though smaller agencies can often provide innovative solutions at a lower cost, procurement protocols frequently default to checking off boxes like financial stability, existing vendor relationships, and global reach.

Cultural Bias and Reputation

Then there’s the issue of reputation and perceived prestige. Large agencies typically carry a long history and a roster of well-known brands, offering an easy narrative for decision-makers who want “proven” results. Smaller agencies, even those with stellar creative track records, can find themselves overshadowed by well-established brand names.

Risk Management vs. Innovation

In an era of rapid change, risk management often takes center stage. But ironically, by relying on large agencies for risk mitigation, brands might be missing out on the very innovations that help them stand out in crowded markets. Creativity in advertising has always been about taking measured risks—trying a fresh angle, speaking to an underserved audience, or utilizing a new channel. Smaller agencies are often better positioned to do just that.

This existing dynamic leads to a systematic marginalization of smaller agencies, who frequently operate in the periphery of major pitch opportunities—if they even get through the door at all. The ripple effect is that clients may not always get the best ideas or the best value for their money, and the industry as a whole suffers from a constrained flow of creative possibilities.

Why Smaller Agencies Matter

Smaller agencies are the lifeblood of advertising innovation. Far from the sprawling structures of multinational holding companies, these boutique or mid-sized firms operate with lean teams, specialised expertise, and a culture that often places creativity and client collaboration front and centre. Their unique offerings and competitive advantages extend far beyond size alone, and any forward-thinking pitch 

process should make room for these players to shine.

Agility: Quick Adaptation and Fresh Thinking

Because of their leaner structures, smaller agencies are typically more agile. They can gather internal stakeholders quickly, make decisions faster, and pivot strategies without lengthy bureaucratic processes. This operational nimbleness translates directly into creative outcomes. Trends in popular culture shift daily; smaller agencies can catch the pulse of these changes and incorporate them into campaigns before larger competitors even schedule their first brainstorming meeting.

Case Study: Dollar Shave Club
When Dollar Shave Club first launched, it disrupted the grooming industry with a single, sharply focused video campaign. Created by a small, nimble team, the campaign’s humorous take on shaving needs resonated with younger audiences, garnering over 12,000 orders in the first 48 hours. By foregoing the large-agency approach, Dollar Shave Club tapped into fresh thinking and rapid execution, challenging giants like Gillette and proving that quick adaptation can yield massive dividends.

Creativity and Innovation: Thinking Outside the Box

Creativity is the essential currency of advertising. Smaller agencies, unfettered by rigid processes, are more inclined to explore bold, unconventional ideas. When an agency’s internal culture prizes originality and experimentation over layering approvals and replicating existing playbooks, breakthroughs happen.

Example: The Heinz Puzzle by Rethink Canada
Rethink Canada, a smaller agency, developed a minimalist campaign for Heinz during the COVID-19 lockdown. They designed a 570-piece, all-red puzzle—playfully aligned with Heinz’s signature ketchup color. This simple yet brilliant idea caught on quickly, selling out online and generating media buzz. It was a perfect storm of relevance (people stuck at home), brand alignment (Heinz’s iconic color), and creativity. The campaign underscored how fresh thinking, not scale, is often the catalyst for success in advertising.

Personalised Attention and Client Collaboration

In larger agencies, clients may feel like one of many, often handed off to junior account managers while senior leadership focuses on marquee accounts. Smaller agencies, by contrast, offer hands-on collaboration and high-touch service from experienced professionals. Their flat organizational structures mean clients typically have direct access to the agency’s top creative and strategic minds.

Case Study: Special Australia and Uber Eats
When Uber Eats partnered with the relatively small agency Special Australia, the brand’s cultural cachet in Australia 

skyrocketed through the “Tonight I’ll Be Eating” campaign. The agency’s direct collaboration with Uber Eats helped them develop creative that truly resonated, featuring celebrities in humorous, meme-worthy spots. This deep, collaborative dynamic exemplifies how smaller agencies foster environments where clients feel valued and heard.

Cost-Effectiveness and Value

Another compelling aspect is cost-effectiveness. Without the overhead of massive teams and multiple offices around the world, smaller agencies can often provide competitive pricing. The budget clients would allocate to simply cover a large agency’s operating expenses can instead go directly into creative development and strategic implementation.

Diverse Perspectives and Specialised Expertise

Increasingly, brands are striving to connect with audiences in ways that reflect diverse cultural experiences. Smaller agencies often form around specific niches—be it targeting underserved communities or focusing on cutting-edge digital tactics. These agencies bring fresh perspectives and specialized expertise that larger, more generalized agencies might struggle to replicate.

In a world where consumers expect culturally nuanced messaging and authentic brand engagement, the specialized voices of smaller agencies can be a game-changer. By 

offering both cultural fluency and technical savvy, these smaller players have the capacity to deeply engage specific audiences, building loyalty and brand advocacy over time.

How the Current System Harms Clients

It’s tempting to assume that perpetuating the status quo benefits clients because they get the cachet of big agencies and their name recognition. But in reality, the dominant pitch process can disadvantage clients just as much as it does smaller agencies. By overlooking new voices and relying too heavily on industry giants, clients may be paying more for less agility, less innovation, and less personalised service.

Missed Opportunities for Innovation

In an industry where differentiation is critical, missing out on innovative thinking can be a fatal flaw. Large agencies, juggling numerous big-budget clients, often rely on tried-and-tested formulas. This approach might feel safe, but it also stifles the potential for truly groundbreaking work.

Example: e.l.f. Cosmetics and TikTok
e.l.f. Cosmetics teamed up with Movers+Shakers, a small agency, to create the #EyesLipsFace challenge on TikTok. The campaign exploded, accumulating billions of views and becoming one of the platform’s most viral branded 

challenges. Had e.l.f. defaulted to a large agency, they might have received a generic social media concept or missed the TikTok wave entirely. This case study demonstrates how tapping into smaller, specialized agencies can deliver culturally resonant campaigns that capture lightning in a bottle.

Overpaying for Standardised Work

Larger agencies typically come with higher retainers and overhead costs, often passing these expenses along to clients. While they may promise a broad range of services, the actual deliverables can sometimes be underwhelming. Clients essentially pay a premium for brand name and infrastructure rather than unparalleled creative expertise.

When smaller agencies are systematically excluded from pitches, clients lose an important lever in keeping costs competitive. A more open pitch process encourages cost-effective solutions and ensures agencies are more accountable in delivering creative value.

Erosion of Trust

Exploitative practices during the pitching stage, such as requesting fully developed creative work without compensation or using “borrowed” ideas in later campaigns, degrade trust on both sides. Agencies that invest heavily in pitch materials without a guarantee of compensation—and 

sometimes see their ideas implemented by the client with another vendor—grow wary and suspicious of the entire process. Clients, in turn, might be exposed to legal complications and negative reputational impact if these practices are brought to light.

The Need for Transparency

A lack of transparency in how agencies are evaluated exacerbates these issues. Clients may lean on subjective criteria like agency scale or intangible “prestige,” rather than focusing on tangible metrics: creativity, strategic fit, alignment with brand values, and a proven track record of engagement. For clients to truly benefit from the best the advertising world has to offer, the evaluation process must be transparent, fair, and tailored to the realities of modern marketing needs.

Rethinking the Pitching Process

Transforming the pitching process requires a fundamental re-evaluation of how agencies are invited, how success is measured, and how intellectual property is handled. The goal is not to eliminate competition but to cultivate a more equitable environment that inspires the best thinking from a diverse pool of agencies.

Streamlined Requirements and Fair Participation

One of the biggest hurdles for smaller agencies is the sheer volume of work required to compete. Clients often request detailed mockups, fully fleshed-out ideas, or even spec campaigns, all at the agency’s expense. For a lean organisation, this can drain resources that might otherwise be devoted to actual client work.

Potential Solution:

High-Level Concepts vs. Fully Developed Campaigns
Instead of demanding finished creative assets, clients can request a strategic overview, highlighting the agency’s thought process, key insights, and proposed direction. This approach is less resource-intensive, letting smaller agencies participate without risking their financial stability.

Shortlisting and Gradual Escalation
Clients can shortlist agencies early, asking for detailed proposals only from the finalists. This reduces speculative work and ensures that agencies aren’t burning time and money with a low chance of success.

Tiered Pitching Opportunities

A tiered system can ensure that smaller or specialised agencies compete in the spaces where they excel, rather than being pitted against multinational giants in every round.

Tier 1: Large-Scale Projects Open to All
Major brand overhauls or global campaigns might still attract large agencies, but with a commitment to transparent and fair evaluation, smaller agencies can also compete if they have the capacity.

Tier 2: Mid-Sized Campaigns Focused on Smaller or Specialised Agencies
For projects aimed at particular demographics or requiring specialised skills, these should be designated “smaller agency” or “specialty agency” opportunities, giving them a fair shot at winning projects that align with their core competencies.

Tier 3: Niche Projects Reserved for Smaller Firms
Some projects—particularly local or region-specific ones—might best be executed by agencies in the region or with a niche focus. This tier ensures those agencies are not overshadowed by global powerhouses.

Compensation and Respect for Intellectual Property

Fair pay for pitch work is a game-changer. Compensating agencies, especially those that reach later stages of the pitch, can alleviate some of the financial risks. This should be coupled with a legal framework that protects the ownership of ideas until the client purchases them.

Compensation Structure
A standardised compensation model for final-round agencies ensures that all participants receive at least some return on their investment of time and resources.

Clear IP Agreements
Clear contractual language stating that ideas, campaign concepts, and creative executions remain the property of the agency unless the client explicitly purchases them can curtail unethical usage of unpaid work.

A Vision for the Future

Envisioning a more equitable and efficient pitch process isn’t a pipe dream; it’s a necessity for an industry that prides itself on innovation. The way forward involves reshaping the relationship between clients and agencies to encourage trust, collaboration and shared success.

A Collaborative Ecosystem
In a reimagined future, the pitch process will be less about cutthroat competition and more about joint exploration. 

Clients and agencies should work closely to refine ideas, establish clear objectives, and shape the creative direction. By fostering a collaborative atmosphere, both sides stand to benefit: clients get ideas that are more attuned to their brand’s needs, and agencies gain a partner committed to mutual success rather than a transactional arrangement.

Technology as a Catalyst
Digital tools offer new ways to streamline and enrich the pitch process. Virtual and augmented reality can make presentations more interactive. Project management platforms can centralize feedback. Data analytics can help agencies tailor their initial pitches to specific consumer insights. With the right technology, smaller agencies can compete on a level footing with larger ones, as location and scale become less of a limiting factor.

A New Standard of Excellence
Ultimately, the true measure of success in advertising is how effectively campaigns resonate with audiences and drive meaningful outcomes for brands. An ideal future is one where the best ideas rise to the top, regardless of the agency’s size. By rewarding creativity, inclusivity, and strategic thinking, the industry can evolve into a more vibrant ecosystem that benefits everyone involved—especially the brands seeking cutting-edge solutions in an ever-changing market.

Expanding the Conversation: Additional Challenges and Opportunities

While the core arguments revolve around addressing imbalances in the pitch process, the conversation doesn’t end there. Several broader market and cultural trends are also influencing how advertisers and clients engage with one another. Below are additional factors that highlight both challenges and new opportunities for smaller agencies to shine—and for clients to benefit.

Cultural Shifts and New Consumer Demands

Consumers today are more vocal about social issues and more conscientious about the brands they support. Purpose-driven marketing is no longer a buzzword; it’s a market expectation. This shift calls for advertising agencies that can authentically integrate social and cultural values into campaigns. Smaller agencies, which often build from the ground up with diverse teams or niche focuses, are well-positioned to meet these expectations genuinely.

Moreover, with consumer attention spans more fragmented, agencies that can quickly pivot campaigns to respond to current events or cultural shifts hold a distinct advantage. Whether it’s an unplanned social media conversation or a global crisis that requires immediate messaging 

recalibration, smaller agencies can react at a speed that larger agencies often struggle to match.

The Rise of Niche Platforms

Advertising isn’t limited to TV, radio, and mainstream social networks anymore. Specialized platforms—from gaming communities on Twitch to high-engagement channels like Discord—are proliferating. Brands that want to engage niche or subcultural audiences need agencies that understand these platforms at a granular level. This specialized knowledge is frequently found in smaller shops that have organically grown alongside these digital communities.

Larger agencies may eventually catch up, but smaller agencies have the advantage of authenticity and early adoption. Clients who fail to consider these nimble experts risk missing out on prime opportunities to capture passionate, engaged audiences in spaces yet untapped by broader marketing strategies.

Demystifying “Big Agency” Allure

The allure of a big agency often boils down to the promise of comprehensive services and a global footprint. However, new technologies and networked collaborations mean that smaller agencies can also provide multi-faceted campaigns with global reach. Many smaller agencies form alliances with other specialized firms worldwide, stitching together the exact capabilities needed for a particular campaign. This 

model challenges the assumption that a single agency holding company is necessary to execute global advertising efforts.

Driving Accountability and Measurement

The digital age allows for unprecedented accountability in campaign performance. Real-time metrics can show exactly how audiences engage with ads, the demographics reached, and the return on investment. Smaller agencies that pride themselves on data-driven insights can deliver immediate feedback and adjustments. As a result, they can be more accountable to clients, optimizing campaigns in near real-time.

For clients, this means a more agile marketing partner that can pivot when the data suggests. It also ensures that every advertising dollar is spent efficiently, rather than being locked into rigid long-term structures or less flexible global frameworks.

Education and Mentorship for Emerging Players

A significant challenge for smaller agencies is often navigating complex procurement processes or simply knowing how to present their capabilities in ways that resonate with large clients. Industry associations, educational institutions, and even big agencies themselves can play a role in mentoring smaller shops. By conducting workshops on pitching best practices, offering networking 

opportunities, and fostering collaborative communities, the industry at large can reduce barriers and empower these emerging players.

Real-World Examples of Change

The pursuit of a more equitable pitch process—and a more vibrant industry overall—is already visible in the market. Below are examples that illustrate genuine progress, demonstrating that change is both possible and beneficial for all parties involved.

9.1 Smaller Agency Success Stories

1. Movers+Shakers (e.l.f. Cosmetics)
As previously mentioned, this small agency took TikTok by storm with a viral challenge that reshaped how beauty brands engage on the platform. Their success proved that nimble agencies can harness the power of emerging platforms faster than their larger counterparts.

2. Hawkins International Public Relations
Specialising in luxury travel and hospitality, this boutique PR agency secured top-tier clients by offering highly personalized service and media relations. Their approach emphasizes storytelling over mass reach, cultivating 

meaningful narratives that resonate with niche audiences.

3. Zambezi (Women’s Sports and Beyond)
This female-founded agency focuses on sports and active lifestyle brands, championing stories that break stereotypes and address gender equity in advertising. They’ve collaborated with major sports and apparel brands, delivering campaigns that stand out from generic sports marketing.

9.2 Larger Brands Rethinking the Model

Procter & Gamble’s Experiments with Smaller Shops
In recent years, global giant Procter & Gamble has increased partnerships with smaller, specialized agencies, particularly for digital and social campaigns that require faster execution and culturally attuned messaging. By diversifying its roster, P&G has tapped into new creative wellsprings, especially for millennial and Gen Z-focused brands.

Airbnb’s In-House and Hybrid Approaches
Airbnb has famously developed a robust in-house creative team, but they also collaborate with a network of boutique agencies for specific projects. This hybrid model shows that major brands can find a balance between in-house resources and specialised external partners, capitalising on both cost efficiencies and fresh perspectives.

9.3 Industry Alliances and Associations Leading the Way

4A’s (American Association of Advertising Agencies)
The 4A’s has begun hosting more inclusive pitch workshops, helping smaller agencies understand how to navigate procurement and pitch processes. They also encourage clients to adopt more transparent frameworks for evaluating agencies.

WFA (World Federation of Advertisers)
The WFA has been vocal about changing outdated pitch practices, encouraging marketers worldwide to consider new protocols that reduce wasted resources and promote more honest, collaborative relationships.

9.4 Major Mergers, Acquisitions, and Innovative Campaigns

The advertising industry is undergoing significant transformations, marked by major mergers and inventive campaigns that reflect the evolving landscape.

Recent Mergers and Acquisitions
A notable development is the merger between Omnicom Group and Interpublic Group (IPG), announced in December 2024. This all-stock deal, valued at approximately $13 billion, aims to create the world’s largest advertising agency with 

combined revenues exceeding $25 billion. The merger is a strategic response to challenges posed by Big Tech companies and the increasing integration of artificial intelligence in advertising. By consolidating resources, the combined entity seeks to enhance its technological capabilities and data-driven advertising solutions.

This move is part of a broader trend of consolidation within the advertising and media sectors. For instance, in September 2024, Blackstone announced its agreement to acquire AirTrunk, a leading Asia-Pacific data center platform, for an implied enterprise value of AUD $24 billion. This deal represents Blackstone’s largest investment in the Asia-Pacific region and underscores the growing importance of data infrastructure in the digital advertising ecosystem.

Innovative Campaigns by Independent Agencies
Independent agencies continue to make significant contributions to the advertising landscape through creative and impactful campaigns. For example, the “If you’re into it, it’s in the V&A” campaign for the Victoria and Albert Museum in London—developed by adam&eveDDB—showcased an innovative approach by embedding messages in various objects across the UK. This campaign effectively promoted the museum’s diverse collection and engaged audiences in a unique manner.

Another standout campaign is Orange’s “La Compil des Bleues,” which challenged gender biases by presenting women’s football highlights as if they were men’s, only to reveal the true identity of the players later. This campaign not only garnered significant attention but also sparked conversations about gender perceptions in sports.

These developments highlight the dynamic nature of the advertising industry, where both consolidation among major players and the creative endeavors of independent agencies are shaping the future of marketing and communication.

Actionable Steps to Transform the Pitch Process

Theory and vision are essential, but concrete actions drive real change. Below are actionable steps that clients, agencies, and industry associations can adopt to create a more equitable pitch landscape.

1. Setting Clear Evaluation Criteria

Objective Scoring
Develop a scoring matrix that assigns weight to factors such as creativity, strategic insight, cultural relevance, and proposed ROI. Make these criteria transparent to all pitch participants, ensuring the process is as objective as possible.

Contextual Relevance
Tailor the evaluation criteria to each specific campaign. An agency’s familiarity with a certain demographic or platform might be more important in some cases than its overall scale.

2. Encouraging Collaboration Over Competition

Workshopping Pitches
Instead of agencies working in isolation, some clients host joint workshopping sessions where agencies can ask questions, brainstorm together, and gauge brand alignment. While confidentiality must be respected, these sessions foster a sense of collaboration and mutual respect.

Multi-Agency Collaborations
For very large campaigns, consider awarding different aspects of the project to multiple specialized agencies. This approach shares the workload and ensures each facet is executed by an agency with deep expertise.

3. Reducing Financial Burdens in the Early Stages

Compensation or Stipends
Provide a modest stipend to agencies that make it to the final round of a pitch. This gesture acknowledges the time and effort invested and reduces the financial burden that can be crippling for smaller agencies.

Simplify Early Rounds
Limit first-round pitches to strategic outlines or creative 

concepts rather than requiring polished executions. This allows smaller agencies to present fresh ideas without depleting resources.

4. Formalising Intellectual Property Protocols

NDA and IP Clauses
Require a non-disclosure agreement (NDA) that specifies the ownership of ideas. If a client decides not to hire an agency, the concepts presented remain with the agency, preventing the misuse of unpaid creative.

Transparent Use Rights
In cases where a client wants to move forward with certain ideas but chooses a different agency, there should be a clear negotiation process for licensing or purchasing those concepts.

5. Building Long-Term Relationships

Pilot Projects
When unsure about a smaller agency’s capabilities, clients can start with a pilot project or a smaller campaign. If successful, the partnership can scale.

Retain Creative and Strategic Partnerships
Encourage ongoing relationships rather than one-off engagements. This builds trust, deepens the agency’s understanding of the brand, and leads to more effective campaigns over time.

Implementing these steps requires commitment, but the rewards are substantial: more robust creative output, improved client satisfaction, and an industry culture that values innovation and fairness over sheer size.

Conclusion: Toward an Equitable Future in Advertising

The advertising industry is at a critical juncture. Rapid technological advancements, cultural shifts, and evolving consumer behaviors demand more from agencies than ever before. It’s no longer enough to have a large roster of clients and an extensive global footprint; innovation, agility, and authenticity are what truly drive results in today’s environment.

Yet the traditional pitch process often stands as a roadblock to these qualities—limiting the opportunities for smaller agencies to bring their fresh perspectives to the table. Clients, too, miss out on innovative approaches and cost-effective solutions when they default to well-known but risk-averse partners. In many ways, the status quo no longer serves the industry’s—and society’s—emerging needs.