The agency pitching process is broken, bloated and overtly complex, according to a new Forrester Research report. Fixing the model requires both brands and agencies to make major changes, said the report’s author, Forrester principal analyst Jay Pattisall.
Making those changes will be economically beneficial for everyone involved, and probably lead to happier partnerships. At least, that’s what the analyst argues in the report, Forrester’s 2022 Buyers’ Journey Survey.
Tension between agencies and brands catalyzed the research.