Our annual Canadian Agency Pitch Report is complete! Findings reveal a 15% increase in pitch activity in 2024 compared to 2023. The report, which tracks agency pitch activity across Canada, finds that despite economic headwinds, 176 pitches were tracked in 2024.
We believe the continued upswing in pitch activity, particularly following the record-breaking 195% increase in 2022, demonstrates a dynamic shift in the marketer landscape
Key findings from the report include:
- Independent agencies continued to outperform the Big Six holding companies, securing a 53.4% overall market share
- Media pitches experienced a significant boost with a notable 38% increase in activity
- The most active pitch sectors in 2024 were Government, Retail, Packaged Goods and Tech/Online
Even with the most modest improvement in economic conditions, we expect this trend to persist into 2025, as AI-driven solutions continue to redefine agency and marketer responsibilities.
The goal of the report is to provide the marketing community and Canadian agencies with an overview of the buoyancy of the Canadian agency pitch market, while providing insight on the most and least active sectors year over year.
The full report can be purchased by clicking here
Stephan Argent
Stephan Argent is Founder and Principal at Listenmore Inc offering confidential advisory to marketers looking for truly independent insight and advice they can’t find anywhere else. Read more like this on our blog Marketing Unscrewed / follow me @StephanArgent