Media Management

To Pitch or Not to Pitch: Choosing Between a Media Agency Pitch or Renegotiation

Transformation

“When you approach renegotiation as a true partnership, you set the stage for a relationship that’s not just functional, but inspiring”

Donna Malone is Director of Investment EMEA, ID Comms

Working with your media agency isn’t always smooth sailing. Sometimes you’re left wondering if the partnership is still meeting your needs. Underwhelming service, shifting priorities, or a desire for fresh ideas can spark questions about whether to stick with your agency or start exploring new options. Before jumping into a pitch, it’s worth asking if a renegotiation could breathe new life into the partnership.

With industry concerns over the cost and disruption of pitches and a growing desire for longer lasting, more effective partnerships, we have seen more and more brands opting to renegotiate. 

Why Renegotiation Could Be Your Best Move

Renegotiation isn’t just about tweaking the numbers or making small adjustments; it’s about recalibrating the relationship to drive better outcomes together. When done right, it can create fresh momentum, inspire new ideas, and strengthen collaboration.

Here’s why renegotiation might be the smarter move:

• Build on Strengths: Tap into the familiarity and institutional knowledge your agency already has about your business.
• Strengthen Collaboration: Use this as an opportunity to deepen trust and refine ways of working.
• Quick, Impactful Wins: Achieve meaningful improvements without the disruption of starting from scratch.

Renegotiation is about partnership—showing your agency that you’re invested in evolving together.

Six Steps to a Successful Renegotiation

The key to a successful renegotiation lies in preparation, communication, and mutual respect. Here are six steps to guide the process:

1. Be Open and Transparent: Ensure you and your agency are aligned on the goals of the renegotiation. This isn’t about assigning blame; it’s about moving forward together with renewed focus.
   

2. Assemble the Right Team: Bring together internal stakeholders who have the time and vested interest in making the partnership work.

3. Get Crystal Clear on What Needs to Change: Align internally on the objectives, current issues and what the desired outcome will be and then share that candidly with your agency. Be specific about areas for improvement. What’s not working? Where is the partnership misaligned with your media strategy? Ensure everyone understands the need for this process.

4. Write a Brief that Will Inspire Fresh Ideas: Write a detailed, motivational brief that clearly outlines your media goals. Treat the renegotiation like a “closed pitch” to inspire fresh thinking from your agency. A well-crafted brief sets the tone for success.

5. Define What Success Looks Like—and Create a Sense of Jeopardy: Establish transparent, measurable evaluation criteria and share them with the agency. Be clear about the implications of not delivering, creating a healthy sense of accountability.

6. Set the Tone for Ongoing Collaboration: Approach the process as true partners. Foster open, respectful communication, provide consistent feedback, and give your agency opportunities to address concerns.

When you approach renegotiation as a true partnership, you set the stage for a relationship that’s not just functional, but inspiring.

When It’s Time to Launch a Pitch

Sometimes, despite the best intentions, renegotiation isn’t the right path. Here’s when launching a pitch might make more sense:

• Breach of Contract: A legal or ethical violation that undermines trust.
  
• Competitive Conflict: New business wins or client acquisitions that create conflicts of interest.
• Persistent Performance Issues: Long-term underperformance that can’t be resolved through collaboration.
• Significant Business Changes: Mergers, acquisitions, or structural shifts requiring fresh perspectives.
• Need for Consolidation: Streamlining operations by reducing the number of agency partners.
• Strategic Realignment: A major shift in brand strategy requiring new agency capabilities or a different approach.
• Market changes: Agency capability to work with new and emerging media and ways of trading

A pitch provides the chance to explore new ideas, test the market, and find a partner who aligns with your long-term vision.

Racing to the Top With Partnerships That Last

Whether you choose to renegotiate or pitch, the ultimate goal is the same: a productive, high-performing partnership that delivers on your business objectives. To get there, start by evaluating where your current partnership stands and defining what success looks like moving forward.

About the author

Donna Malone is Director of Investment EMEA, ID Comms