If there is a universal truth for agencies, it is that no client contract lasts forever. Sooner or later, a Request for Proposal (RFP) will emerge, initiating the well-known process of regaining the client’s trust. However, as advertising negotiation methods and targeting approaches evolve, continuing to do ‘what has always been done’ is no longer sufficient.
Traditionally, clients turn to agencies for two main reasons. The first is privileged access to media inventory, thanks to exclusive relationships with broadcasters, channels, and platforms – a result of decades of partnerships. The second is the ability to offer audience targeting strategies with technologies that meet specific reach and performance needs. However, technological innovation has progressively reduced agencies’ competitive advantage in both aspects.
With the rise of programmatic technology investment and auction-based transactions becoming standard, personal relationships have lost relevance, even in traditional TV negotiations. For agencies that invested early in artificial intelligence (AI), there is a perception that they now offer services very similar to those of their competitors, including other agencies and major advertising technology players.
The time for action is now: agencies need to leverage technology to create or reinforce new capabilities that keep them competitive. Among these, the most important is the potential of creative data. The challenge lies in adapting RFP responses to highlight this essential differentiator.
Clients seek agencies capable of keeping up with the constant cycle of new tools and innovations, as demonstrated by the boom in generative AI startups over the past two years. It’s understandable that agencies are incorporating cutting-edge technology into their pitches: 70% of
Adopting the right AI is crucial, but implementing and using it effectively can be challenging. Additionally, agencies are expected not only to improve efficiency but also to drive client growth. According to Coca-Cola, agencies should consider the following aspects when evaluating technologies:
- The AI solution should have a clear and defined purpose;
- Integrate seamlessly with existing operations, both at the agency and the client level;
- Demonstrate effectiveness with proven results and adherence to ethical standards;
- Be scalable and adaptable to different clients.
Creative quality is widely recognized as the primary driver of marketing effectiveness, with 80% of professionals rating it as essential, according to Marketing Week. Therefore, agencies need to stand out through their ability to measure and optimize campaigns based on creative data.
Four questions agency pitches should answer
- Does your solution incorporate creative data into the marketing stack?The historical separation between media and creative teams has led many media professionals to consider creative matters as not their responsibility. This view limits the impact and efficiency of campaigns. RFP responses should demonstrate integrated processes, where teams refine and improve ads in real-time using constant insights from creative data.
- Do you use real-time creative data to optimize ads and inform productions?The lack of real-time creative optimization is a common problem. Recent advances in machine learning and data processing enable near-instantaneous analysis, helping agencies demonstrate agility in adjusting creative campaigns based on immediate insights.
- How do you measure and minimize media waste, especially with a focus on sustainability?With consumers becoming more environmentally conscious, agencies must demonstrate how they achieve sustainability goals by optimizing creatives to reduce media and energy waste. Creative data provides insights into message performance, eliminating resource waste on ineffective content.
- Do you ensure ads are tailored to their purpose and channel?Channel suitability should be a priority but is often overlooked. Pitches should detail how they ensure brand governance and adherence to platform-specific requirements, including screen orientation, sound, and content localization.
Next stepsOvercoming the competition requires more than good relationships and operational efficiency. Incorporating creative data into core agency processes allows delivering a differentiated and valuable proposition for brands seeking robust, performance-driven solutions. Demonstrating an integrated creative data strategy – from real-time optimization to future insights – positions agencies as indispensable partners in client success.
