By Kate Lewis, Community & Partnerships Director at Ingenuity
Winning a pitch is great. But if that’s the only way your agency secures new clients, you’re playing a high-risk game. The reality is, by the time a brand invites an agency to pitch, the decision-making process is already well underway. The best agencies aren’t just showing up when the brief lands, they’ve been on the client’s radar for months.
This is the difference between chasing business and attracting it. While agencies scramble for attention with cold outreach and one-off sales tactics, the most successful ones focus on something far more powerful: trust. They build credibility, demonstrate value over time, and position themselves as natural choices long before the formal selection process begins.
So how do they do it?
You’re always being evaluated
From the client’s perspective, agency assessment starts long before the pitch process. Every case study you publish, every event you attend, every thought leadership piece you share it all contributes to how your agency is perceived.
Clients are constantly looking for partners who “get it” – agencies that understand their industry, their challenges, and their ambitions. When they do decide to explore new agencies, they already have a shortlist in mind. The question is: are you on it?
To stay visible, agencies need to take a long-term view. Engage with potential clients when there’s no immediate opportunity, offering insights, and not just credentials. Share valuable content that addresses their business problems. The agencies that do this well don’t have to fight for attention when a pitch comes around because they’ve already earned it.
Great work alone won’t win the business
Clients care about creativity. But great work on its own isn’t enough to win an account. What they really need is proof that your agency can solve their specific business challenges.
This is where many agencies fall short. They focus too much on showcasing their best campaigns and not enough on demonstrating impact.
A beautifully shot advert is impressive, but will it sell more products?
A viral social campaign is exciting, but how does it support long-term brand growth?
Agencies that win trust position themselves as strategic partners, not just service providers. They go beyond surface-level support and show they understand commercial realities.
Think revenue growth.
Think customer acquisition.
Think brand differentiation.
The best agencies make it clear: we don’t just make good work; we make things work.
Relationships matter more than cold outreach
There’s no shortage of agencies knocking on a prospective client’s door. LinkedIn messages, cold emails, unsolicited calls. Brands are bombarded daily. Most go unanswered.
Why? Because trust isn’t built through persistence. It’s built through relevance and connection.
Clients are far more likely to engage with agencies they’ve encountered in meaningful ways, whether it’s through industry events or mutual contacts. The agencies that consistently show up, contribute to conversations, and offer value without an immediate sales agenda are the ones that stick in clients’ minds.
Instead of trying to force conversations, agencies should focus on being present in the right places. Attend events where decision-makers gather. Share smart perspectives on industry shifts.
Build a reputation for being helpful, not just hungry for business.
Procurement has more power than you think
Marketers aren’t the only ones making the decisions. Procurement teams are playing an increasingly influential role in agency selection.
For many agencies, procurement can be a frustrating barrier, as it’s focused on price negotiations and financial checks rather than creativity. But the agencies that understand and engage with procurement early can gain a significant advantage.
Financial transparency, clear pricing structures, and a commitment to diversity and sustainability are all factors that can influence procurement decisions. Agencies that proactively address these areas, not just when asked, but as part of their positioning, stand out in the selection process.
It’s no longer just a marketing gig. It’s about making sure procurement sees your agency as a reliable, risk-free partner.
Saying no can be a smart move
Not every opportunity is the right one. The best agencies know when to walk away.
It’s tempting to chase every pitch, but spreading yourself too thin can damage your credibility. Agencies that try to be everything to everyone often end up being nothing to anyone.
Successful agencies are selective. They pursue opportunities where they can add real value, where their expertise is a true fit, and where they have a strong chance of winning.
If a pitch doesn’t align with your agency’s strengths, declining it isn’t a failure, it’s a strategic decision that keeps your positioning sharp.
Clients respect agencies that know their worth. Saying no to the wrong opportunities makes it far easier to say yes to the right ones.
Winning business in 2025 and beyond
The agency landscape is more competitive than ever. Brands have endless options, and traditional pitching is no longer the only way in.
The best agencies aren’t just winning pitches. They’re building trust. They’re engaging clients long before a formal process begins, proving their value beyond the work.
It’s a shift in mindset from chasing business to attracting it. And for agencies that get it right, the rewards go far beyond winning a single pitch. They become the agency that clients want to work with, not just the one they happen to consider.
