Why 90% of Advertisers Use Pitch Consultants for Global Media Agency Reviews

Something fundamental has changed in the world of media agency pitches.

A few years ago, it was still common for advertisers to run reviews internally. Marketing and procurement teams would build the RFP, invite agencies, compare proposals, negotiate terms, and select a partner.

Today, that model is rapidly disappearing.

According to COMvergence, 90 percent of global media agency pitches in 2025 were supported by specialist pitch consultants.  

That is not a marginal shift. It is a structural one.

The question is simple.

Why are the world’s most sophisticated advertisers choosing not to run these processes alone?

And what does that mean for emerging and mid-sized global advertisers?

Media Pitches Have Become More Complex

Modern media agency contracts are no longer about commission rates and service levels.

They now cover:

• Data ownership and governance
• AI usage and model transparency
• Principal media and trading practices
• Retail media integration
• Media price and quality commitments
• AVBs and rebates commitments
• Sustainability commitments
• Performance related fee frameworks
• Audit rights and transparency clauses

At the same time, the media landscape has fragmented. Retail media has moved from niche to central. Performance media has blurred into commerce. Data clean rooms and AI driven optimisation are now standard expectations.

Running a pitch in 2026 is not comparable to running one in 2019.

It is more technical. More legal. More data heavy. More strategic.

And more risky.

A single global pitch typically requires between 600 and 700 hours of senior expertise across project management, analytics, benchmarking, negotiation, and contract review.

Most internal teams simply do not have that capacity.

Nor do they always have the specialised knowledge.

Why Advertisers Are Using Pitch Consultants

If 90 percent of global advertisers are using pitch consultants, it is not because they lack intelligence. It is because they understand leverage.

1. Market Intelligence That Internal Teams Do Not Have

Pitch consultants operate across multiple markets and categories. They have visibility on pricing benchmarks, trading models, remuneration structures, and performance frameworks across 50 plus markets.

This means proposals are evaluated against real world norms, not assumptions.

Without benchmarks, negotiation becomes opinion versus opinion.

With benchmarks, it becomes evidence based.

That changes the dynamic immediately.

2. Stronger Negotiation Without Damaging Quality

There is a dangerous misconception that a pitch is about driving the lowest price.

It is not.

It is about securing sustainable value without compromising quality, talent, tools, or delivery standards.

Experienced consultants understand:

• Where agencies have flexibility
• Where they do not
• What is realistic
• What is risky

They know when to push and when to protect the relationship.

That balance is difficult to achieve internally, especially when teams are emotionally invested in existing partnerships.

3. Increased Agency Engagement

The power dynamic in pitches has shifted.

Agencies are more selective. They conduct their own due diligence before accepting an invitation. They assess whether the process is credible, structured, and fair.

A reputable consultant signals professionalism.

It reassures agencies that the process will be disciplined, objective, and respectful of their time.

Better engagement leads to better proposals.

Better proposals lead to better outcomes.

4. A Unique Moment to Modernise the Operating Model

A media pitch is not just a supplier review.

It is one of the rare moments when an advertiser can fundamentally reshape:

• Governance structures
• Global and local roles
• KPI frameworks
• Performance related fee mechanisms
• Data ownership and transparency rights
• Sustainability commitments

Without structured expertise, this opportunity is often missed.

The agency may change.

The operating model does not.

And the same inefficiencies continue.

The Risks of Running a Pitch Alone

Many advertisers still believe they can manage the process internally.

Technically, they can.

The question is whether they should.

1. Internal Overlead

Global RFPs require coordination across markets, consolidation of inputs, management of Q&A rounds, detailed proposal analysis, and multi round of negotiations.

Internal teams often run these projects on top of their day jobs.

Quality suffers. Speed suffers. Focus suffers.

2. Weak Negotiation Leverage

Without up to date market intelligence, it becomes harder to challenge:

• Pricing structures
• Staffing models
• Technology costs
• Hidden margin mechanisms

Agencies negotiate professionally. That is their job.

If the advertiser is under resourced, the playing field is not level.

3. Contractual Gaps That Last for Years

Modern media contracts must address multiple elements such as data rights, AI practices, principal media, retail media, audit rights, and sustainability clauses.

If protections are not secured during negotiation, they are rarely recovered later.

The consequences can last for the full contract term.

Often three to five years.

That is a long time to live with structural weaknesses.

Why This Matters More for Smaller Advertisers

Large multinational advertisers have internal procurement depth and specialist media governance functions.

Mid-sized and emerging global advertisers typically do not.

Yet their global media investment is significant. At 50 million, 100 million, or 200 million per year, the agency relationship is still commercially material.

If the operating model is sub optimal, the performance gap compounds annually. Using a pitch consultant levels the playing field.

It introduces specialist knowledge normally accessible only to the largest organisations. It provides structured methodology. It ensures that governance, performance, and commercial frameworks are future ready.

And it allows internal teams to remain focused on growth rather than administration.

This is precisely why the adoption rate among sophisticated advertisers has reached 90 percent.

The market has decided.

The question is whether you want to be in the 90 percent or the 10 percent.

Conclusion and Next Steps

The fact that 90% of global pitches now involve specialist consultants is not an accident. It reflects a broader truth.

Media agency relationships have become too strategic, too complex, and too valuable to manage informally.

Running a pitch alone may feel efficient. It may feel cost effective. But the real cost is rarely visible upfront.

It sits in:

• Missed savings
• Weakened contracts
• Lost governance opportunities
• Underperforming operating models

For three to five years.

The real risk is not using a consultant.

The real risk is assuming you do not need one.

If you are planning a media agency pitch in the next 12 to 24 months, or simply questioning whether your current contract reflects modern standards, this is the moment to step back.

The most sophisticated advertisers are no longer running these processes alone.

And the gap between those who professionalise their approach and those who do not is widening.

Contact us if you would like to understand how best-in-class advertisers structure their media agency pitches, or schedule a consultation with our team.