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:

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

Yes, the sixth annual Canadian Agency Pitch Report is ready – and let’s just say it’s an eye-opener with a stratospheric 195% increase in pitches over 2021!

With the help of a fantastic network of marketers, clients, agencies, industry friends and colleagues,  we tracked 124 Canadian agency pitches during 2022. And while our efforts may never be entirely complete, the report provides an exclusive window into Canadian new business across AOR, Media, Digital, PR and Multicultural agency pitches.

This year we’ve ranked agencies by number of wins, provided some additional perspective on big six holding company wins versus independent agencies, as well as providing our regular summary of pitches by name and vertical, together with the agencies that won.

While there are various US and global reports out there, there’s nothing that offers this level of detail specifically for the Canadian market. So we hope the report again provides the industry – and Canadian agencies in particular – 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.  

One point I wanted to address this year were the number of requests for the dollar value of pitches to be included in the report. We heard you and like all those who asked, we’d love to have included this, but getting that information without it being the widest of ranges has been an all but impossible task without sources risking their respective confidentiality or other non-disclosure agreements.

My thanks to everyone who helped keep us up-to-date over the past year and a special thank you to my friends and industry colleagues who provided input into the construct of the document, together with your suggestions for additional content in years to come. 

To order your copy or discuss the report, please contact me directly, or click here to order online.

Photo: Adobe stock image

Five years ago, with the help of an awesome network of marketers, clients, agencies, industry friends and colleagues, we started tracking all the Canadian agency pitches we were aware of. And while our efforts can never be entirely complete, we created the first ever Canadian Agency Pitch Report, summarizing Canadian agency pitches.The response was overwhelming. And both marketers and agencies reached-out to share more information, ask for our our perspective on the state of the market.

Since then, we’ve continued to track agency pitches across Canada as we became aware of them, or once we’d heard which agency(s) had won new clients.

There’s no obligation for clients or agencies to share their agency pitch activity or new business wins, so the report can never be 100% complete. But unless we’re missing something, the data we have doesn’t appear to exist in a single location anywhere else.  And while there are various US and global reports out there, there’s nothing we’re aware of that offers this level of detail specifically for the Canadian market.

Our 2021 Agency Pitch Report delineates between Creative AOR, Media, Digital and PR pitches, and identifies companies by name and vertical, as well as winning agency(s).

Key findings contained in this year’s Canadian agency pitch report reveal a 68% increase in AOR activity over 2020, returning agency pitch activity to levels not seen since 2018. Agencies within the big six holding companies, more than doubled their win rate, with their best win ratio against independents since 2017. And most active pitch sectors proved to be in Retail and Packaged Goods.   

We hope the report provides the industry – and Canadian agencies in particular – 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.  

My thanks to everyone who helped keep us up-to-date over the past year which has again proven so challenging for everyone.  And a special thank you to my friends and industry colleagues who provided input into the construct of the document, together with your suggestions for additional content in years to come. 

To discuss the report, or to order your own copy, please contact me directly, or click here to order online.