Our 2025 Canadian Agency Pitch Report is now available! And while the total number of pitches dipped slightly (down 7.4%), the real story isn’t about the volume – it’s about the vibe. The way brands choose their partners is fundamentally changing. And if you’re navigating the market right now, here are the three big shifts you need to know:
1. The Rise of the Independents
Perhaps the most exciting revelation in this year’s report: Homegrown talent is officially having a moment. Independent agencies secured a staggering 79% of all Agency of Record (AOR) wins this past year. This is perhaps a message that Canadian marketers are moving away toward agency partners who offer agility when markets get well, weird, and a perhaps(?) a cry for direct access to senior leadership.
2. A Tale of Two Sectors
Not all industries are moving at the same speed and we’re seeing an interesting rotationof where the budgets are flowing:
Who’s hot? Travel & Tourism (which jumped from 6 to 14 pitches) and Pharma/Healthcare. People are out exploring again, and health remains a top priority. Who’s not? The pandemic darlings of Tech and Automotive have both experienced a significant cooling period as those markets mature.
3. Media Remains the “Big Six” Stronghold
While independent agencies are winning the hearts of creative directors, the global “Big Six” holding companies still hold the keys to the Media kingdom, accounting for nearly 63% of media wins.
Looking Ahead: Making AI Work (For Real)
As we settle into 2026, the conversation has shifted. Agencies and their clients are done talking about AI as a shiny new toy; now, it’s an operational must-have. But the winners won’t necessarily be the agencies with deepest AI solutions. It’ll be the those who can deliver high-level strategic value in what promises to be a continuing market of unpredictability.
Curious about the full breakdown?
If you want to see the exact data points and more granular insights, reach-out to me for the full 2025 Canadian Agency Pitch Report.
Stephan Argent
Stephan Argent is Founder and Principal at Listenmore Inc, Canada’s leading confidential advisory consultancy that specializes in Agency Search Management. Read more like this on our blog Marketing Unscrewed / follow me @StephanArgent