Agencies that challenge briefs and engage as strategic partners, rather than just suppliers, create stronger client relationships and long-term success, says Janet Dodd, Chief Strategy Officer at the Human Network.

Winning a new client isn’t about dazzling with a slick presentation, it’s about demonstrating value, insight, and a shared commitment to success. All too often, agencies fall into the trap of treating pitches as one-way performances rather than meaningful conversations. But experience tells us the most effective pitches go beyond answering a brief; they challenge it, refine it, and lay the foundation for a long-term partnership.

Janet Dodd

The importance of understanding the brief

A client’s brief is a starting point, not a script. While it outlines the immediate needs, it often leaves gaps in the broader strategy. The real work begins with dissecting the brief: what’s driving this request? What problem are they really trying to solve? What pressures, either internal or external, are influencing their decision-making? Approaching the pitch as an investigative process rather than a response exercise ensures that solutions are rooted in strategic thinking, not just surface-level execution.

Challenging assumptions and shaping objectives

Many briefs come with built-in assumptions. Whether it’s the format of the event, the target audience, or the expected outcomes, clients may unknowingly be limiting their own potential by framing the challenge too narrowly. The role of a great agency isn’t just to deliver against expectations but to push the conversation further. By questioning objectives, challenging preconceptions, and offering alternative approaches, we move from being a supplier to a strategic partner. This can mean reframing success metrics, suggesting different engagement strategies, or introducing fresh perspectives drawn from cross-industry experience.

Moving from agency to partner

The best pitches feel less like a transaction and more like the beginning of a collaboration. This means demonstrating that we’re invested in the client’s long-term success, not just in winning the work. It’s about speaking their language, understanding their pressures, and showing that we’re not afraid to have the difficult conversations when necessary. Clients don’t just need suppliers; they need experts who will proactively add value, anticipate challenges, and navigate complexities alongside them.

Delivering more than expected

Every agency can respond to a brief. The ones that win and retain clients are those that elevate the conversation. That means going beyond the expected, whether it’s highlighting the latest in innovation, weaving in emerging industry trends, or demonstrating a greater understanding of audience engagement. It’s about proving that we’re thinking beyond the immediate project and into the bigger picture.

Rethinking pitching for long-term success

Winning work isn’t just about standing out in a pitch room. It’s about showing that we’re the right agency to work with for the long haul. Interrogating the brief, challenging assumptions, and positioning ourselves as true partners, we don’t just win contracts, we build relationships that share a common purpose. And in an industry where trust and expertise matter as much as creativity, that’s what sets the best agencies apart.