August 1, 2025
In the second panel at the World Media Group’s Agency Future Leaders event, Rebecca McKinlay, Managing Director at Oystercatchers, joined Chris O’Neil, Global Brand Partnerships Lead at National Geographic, to share practical advice on navigating the pitch process.
Drawing on her extensive experience – from helping clients shape their marketing ecosystems to overseeing search and selection, and guiding agencies through competitive pitches – McKinlay offered a candid perspective on what makes pitches succeed, where they often go wrong and how emerging agency talent can make the most of them. Here, she shares her insights on how to not just survive the pitch process, but use it as a platform for professional growth.
1. Know why you’re pitching
McKinlay said the most important question to ask, particularly if you’ve been brought into the pitch process at the last minute, is why the agency is pitching in the first place. What makes this opportunity right for the agency? What’s the strategic fit? If the answers are vague, that’s a red flag.
Understanding the rationale for pitching not only helps shape your own contributions, but it also enables better decision-making around whether to proceed, how to position the work and where to focus efforts.
2. Look beyond the brief
Solid preparation is a given, but according to McKinlay, for an agency to stand out, they have to look beyond the obvious. She emphasised the importance of reading widely and thinking laterally, bringing a perspective that others in the room may not have considered.
McKinlay also warned not to fall into the trap of speaking only about your agency. Clients want to feel understood. It’s essential to show that you’ve put time into understanding their challenges, their industry and their customers.
3. Be clear on roles and timelines
Pitch processes are inherently intense, but some of the pressure is avoidable. McKinlay advised that one of the simplest ways to improve the experience for everyone is clarity: around roles, around timelines and around expectations.
She recommended implementing short daily check-ins, even just 15 minutes, to align teams and ensure everyone understands their responsibilities. This kind of structure helps prevent late-stage panic and distributes the workload more fairly.
4. Ask thoughtful questions
Clients notice the quality of your questions. They are a sign of preparation, intelligence and genuine interest. McKinlay advises using early client conversations not just to gather information, but to open up a more productive dialogue – one that can shape the pitch into something more collaborative.
It also helps shift the dynamic from a performance to a partnership, something clients increasingly value.
5. Focus on the team dynamic
Clients aren’t just buying the idea, they’re buying the team. And often, the deciding factor isn’t the strongest strategy, but the team that feels most aligned with the client’s culture and values.
Agencies should use the pitch to demonstrate not just capability but chemistry. Clients want to know what it will be like to work with you, so you need to make sure the answer is reassuring.
McKinlay pointed out that making your client feel part of your world is an underrated skill. “Everyone forgets about client servicing because people are too busy rewarding creativity. Great work wins business, but great relationships maintain business.”
6. Don’t pitch for the wrong reasons
McKinlay was clear: agencies should avoid pitching simply because of financial pressure or internal targets. If your agency isn’t enthusiastic about the brand, or aligned with the client’s values, it will be apparent, and can undermine an agency’s credibility.
Pitches are resource-intensive. Winning the wrong client, or losing one that never made sense to pursue, is a waste of time and energy. McKinlay emphasised that agency leaders have a responsibility to make better decisions about which opportunities to pursue, and to explain those decisions clearly to their teams.
7. Accept that you won’t win them all
Excellent work doesn’t always win. Clients’ decisions are complex, and many variables from budgets to internal politics or timing are beyond your control. That said, McKinlay encourages teams to take the opportunity to reflect after every pitch: What worked? What didn’t? What do we change for next time?
She also suggested, where possible, to get feedback. Constructive insight from the client can be invaluable for improving future pitches and team development.
8. Invest in long-term relationships
While much attention is given to the pitch itself, McKinlay says that strong agency-client relationships are built over time, not through a single presentation. Pitches should be seen as one step in a broader conversation.
Clients remember the individuals who demonstrate curiosity, respect and insight. Even if your agency doesn’t win this time, your personal contribution may be remembered and valued in future.
Pitching isn’t for everyone. It’s demanding and sometimes draining. But for those who enjoy working collaboratively, thinking creatively under pressure and helping to shape a client’s future, it can also be hugely rewarding.
For emerging planners and strategists, being part of a pitch is an opportunity to learn fast, build confidence and show leadership potential. Managed well, it can be one of the best ways to expand your experience and develop your career.
Read more top tips from our Future Leaders event: Beyond the numbers: How insight makes you a better planner – Ipsos’s Daniel Wong-Chi-Man in conversation with BBC Studios’ Samantha Adams.