Our 2025 Canadian Agency Pitch Report is officially live, and the data tells a fascinating story. While the total volume of pitches dipped slightly by 7.4% compared to the previous year, the real takeaway isn’t the quantity- it’s the vibe shift in how brands are choosing their partners.

With 163 pitches tracked last year, we saw some massive industry pivots:

We Have the Data—Now We Want Your Truth

The report gives us the what, but we need you to help us understand the how. Statistics show us who won, but they don’t capture the actual “State of the Pitch”—the late nights, the chemistry sessions, or the process itself.

Last year’s inaugural “State of the Pitch” survey confirmed a painful reality: 31% of pitches in Canada were rated as “bad or very bad.” We saw avoidable issues like agencies being given less than two weeks to respond, cattle call pitches with over a dozen agencies, and demands for free strategy and creative upfront.

If you were one of the agencies involved in those 163 pitches last year, we need your voice. Whether the process was a gold standard of respect or a grueling marathon that should have been an email, your feedback is the only way we can move that 31% dissatisfaction rate downward. We want to move beyond anecdotes to quantify the boots on the ground experience of the 2025 cycle.

This isn’t about who won or lost. It’s about how the pitch was managed. Your insights help us advocate for a healthier, more transparent pitching ecosystem in Canada.

Join the Conversation

Your feedback is entirely confidential—we aren’t looking for data that links back to specific advertisers. We just want the truth.