Some top agencies are pushing back at marketers who make unreasonable demands or focus too much on fees during a pitch, but others say shops need to learn to expect such a bottom-line focus from some potential clients. Tom Finneran, executive vice president-agency management services at the 4As, recommends a "more aggressive" dialogue before either party invests much time in a pitch. "Agencies need to say 'We'd love to answer the questions you've asked, but here are the questions we have for you. And we don't have an interest in pursuing your piece of business without your responses.'"

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