Imagine spending $200,000 on an idea you might never use. For agencies, this is the reality of pitching new business—again and again. According to a 2023 report by the 4A’s and ANA, the average cost for a non-incumbent agency to pitch is over $200,000. As pitch costs rise and competition intensifies, I wonder how can we make this process smarter, faster, and less wasteful?
When an RFP drops, agencies typically have 3-6 weeks to craft strategies and creative solutions that would normally take months to develop. To respond at this warp speed, we rely on our senior subject matter experts who can absorb insights, generate ideas, and craft a strategic POV quickly. These are the same people focusing on current client work and managing teams. While a lot of pitch work happens over nights and weekends, RFP efforts still cut into the day-to-day revenue generating activities, reducing utilization and impacting profitability.
This is the tightrope that agency leadership navigates when managing client resources, and new business needs. Inline client work generates the revenue that keeps the lights on, but new business is an investment which is the key to growth and sustainability. It’s a delicate balance that, if mismanaged, can hurt both client service and the bottom line.
As a New Business leader, I see my team like the pit crew of a race car—precision and preparation are everything. The more streamlined and efficient we are, the faster we can deliver a winning pitch, all while minimizing the strain on valuable agency resources. This is where AI becomes invaluable. AI allows our new business team to quickly gather and analyze vast amounts of market data, cutting down the manual research time that bogs teams down. It can handle repetitive, time-consuming tasks like data collection, formatting, and even early drafts of proposals. What’s more, AI can instantly personalize pitches, analyzing client preferences and market trends to tailor our presentations to each prospect.
In today’s hyper-competitive landscape, where agencies are being asked to pitch more and more frequently, leveraging AI isn’t just an option—it’s a necessity. By embracing AI, we aren’t sacrificing the human touch; we’re amplifying it. AI frees our teams from the grind of repetitive, time-consuming tasks, allowing our best minds to focus on what truly matters—crafting smart strategies, solving complex problems, and delivering creative solutions that resonate.
The future of pitching isn’t about choosing between technology and talent; it’s about using technology to make talent more powerful. Agencies that embrace this synergy will thrive, protecting both their bottom line and resources while keeping their teams focused on delivering real value to clients."
For New Business teams, AI isn’t just a tool for speed and efficiency—it’s a catalyst that allows us to innovate, win smarter, and still deliver the creative excellence that sets us apart.
