Every agency that’s ever participated in a pitch knows RFPs and pitch processes can be far from perfect.  We’ve all heard the horror stories, and whether the pitch is run directly by a client or a search consultant, win or lose, we all sense there’s probably room for improvement.  While we know there were thousands of pitches undertaken in the U.S. last year, what we don’t know is the range of pitch practices agencies are faced with, how agencies are treated and where specifically we should be calling for change.

Two years ago, our friends at TrinityP3 in Australia pioneered a survey to capture much needed data on the state of the pitch landscape to help the industry understand the good, the bad and the ugly of pitching across Australia.  Last year, our friends at Listenmore Inc. brought the survey to Canada. The information gathered in both surveys was a starting point for an industry discussion around pitching based on actual data rather than hearsay.

We are extremely excited to announce that we are joining forces with Campaign to launch the State of the Pitch survey here in the U.S.  You can find the link to the 2025 survey here. Campaign has also published this article to explain what we hope to achieve and why we feel it is so important.

We are asking that each time you participate in any pitch – irrespective of winning or losing – you complete the survey. You can use the link as many times as you like, one for each pitch you participate in.

Because pitches are typically confidential, we’re not mandating any information that can be linked back to a particular advertiser, agency or pitch, and would therefore be within the confines of any reasonable confidentiality agreement. Likewise, details of any single survey response will never be revealed.

This is not about who won or lost. It is about how well those pitches were managed.

The survey will enable us (hopefully on an annual basis) to report on trends in pitch behavior and to start a meaningful dialogue with brands about improving the process for U. S. agencies.

Sampling will commence from July 1, 2025, but any pitch you have participated in since January 2025 can be included.

Campaign’s global team of data analysts will then process the findings, working with the editorial team here in the U.S. to produce a full, anonymized report in Spring 2026.

In short, every pitch you participate in moving forward can now be included – no matter how big or small. Each and every contribution you make will add to and inform a rich view of the state of pitching with which we hope to effect a positive change.

Our goal is to hold up a mirror to the industry that will inform – and hopefully transform – pitch processes based on your input. It will start conversations between clients, agencies and consultants on what constitutes good pitching and what doesn’t.  This is your opportunity to help our industry get it right and eliminate the practices that drive us all crazy.

Again, the State of the Pitch survey link is here : https://survey.alchemer.com/s3/8357960/Campaign-US-State-of-the-Pitch-Survey

Thank you in anticipation.  Collectively, let’s bring a more informed discussion to the State of the Pitch to the U.S.