Precision Over Reinvention

By Isabella Gelston, for JFDI.

2024 has been a tough year for the agency sector. While Covid-19 feels like a distant memory, its ripple effects continue to shape how brands engage with creative agencies. The pitching process, in particular, has undergone a seismic shift - evolving to meet ever-changing expectations and aiming to ignite excitement and alignment between clients and agencies. But with evolution comes challenges, and 2024 delivered a big one: the radically mixed competitor field.

For agencies, pitching has always been a game of strategy and storytelling. But in 2024, the shortlist dynamics changed dramatically. On one side, we saw emerging start-ups bursting with fresh ideas and entrepreneurial energy. On the other, established global networks flexed their expansive resources and track records. The result? A playing field that, for once, felt level. Clients increasingly chose to diversify their pitch list, intentionally seeking a blend of capabilities, approaches, and perspectives to tackle their business challenges.

This shift forced us to rethink our game. No longer was it enough to rely on legacy reputations or bold creativity alone. To stand out, we had to get brutally honest about our positioning.Why were clients gravitating toward such varied agencies? What did they see in the competition that we weren’t bringing to the table? The answers lay in cutting through the noise, distilling our offering, and showing up with unshakable clarity.

We started by asking the most critical question: why us? Sure, we knew our strengths, but understanding how they played against others required deeper analysis. By mapping agencies across an axis of strengths and specialties, we uncovered where we stood in relation to competitors and, more importantly, where we could win. This insight powered a pitch-by-pitch strategy that leaned into our core attributes - the superpowers that made us unique - to strike the right balance for each client.

Take global-to-local capability as an example. For clients looking for scale, we spotlighted our proven track record with iconic global brands. But we didn’t let that narrative overshadow the agility they craved. When we sensed a desire for a lean, tight-knit team, we adopted the mercenary, high-energy behaviours of a start-up. This wasn’t about inventing something new; it was about flexing existing strengths to resonate with each specific client need.

The lesson here is that differentiation doesn’t require reinvention. It requires precision.

In a world where clients expect agencies to wear multiple hats - strategist, creative, partner - the key is showing up with authenticity and adaptability. By cutting the clutter and leaning into what we already do best, we were able to simplify the decision-making process for clients while reinforcing our unique value.

As the industry hurtles forward, one thing is clear: the pitching process will continue to evolve. The agencies that thrive will be those willing to interrogate their own models, embrace the diversity of the competition, and flex their capabilities without losing sight of their identity.

Because in this new world of pitching, the real win isn’t just making the shortlist - it’s owning your place on it.

Published in January 14th, by JDFI.