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Campaign Canada State of the Pitch Survey 2025

Welcome to Campaign Canada and Trinity P3's 'State of the Pitch 2025,' in association with Listenmore. The aim of 'State of the Pitch' is to give Canadian advertising agencies the opportunity to have their collective voices heard about the pitching market. 

Here's what you need to know.

1. The survey is completely anonymous - Responses are anonymous but there will be an opportunity to be quoted if you wish.
2. It's only 10 minutes of your time - Most questions have simple multiple choice answers.
3. It's only one pitch per survey - Please resubmit the survey for additional pitches.
4. Only pitches that began in 2025 are valid.
5. The final outcome will be a Campaign report - Responses will be collated to reveal the overall insights and key issues around pitching. 

If you would prefer the French version of the survey - please click here. 
 
1. When was the pitch you wish to discuss finalized or awarded? (Only pitches that began in 2025 are valid) *This question is required.
2. What was the outcome of the pitch? *This question is required.
3. Was this an existing client or a new client? *This question is required.
6. Was the pitch for a local, US alignment or global project or appointment? *This question is required.
7. What disciplines or capabilities was the client looking for? (select all relevant) *This question is required.
8. Why was the pitch called?  *This question is required.
9. Was the pitch process driven through an online tendering system or platform? *This question is required.
10. Who primarily led or managed the pitch process?  *This question is required.
11. How were you invited to pitch? *This question is required.
12. How many agencies, including yours, were initially invited to participate? *This question is required.
13. How long were you given to respond to a credentials or chemistry session brief? *This question is required.
14. Did the client offer pitch fees to the unsuccessful agencies (in Canadian dollars)? *This question is required.
15. Was a contract issued for you to review prior to being shortlisted and was the agency asked to assign any copyright or IP as a condition of participating in the pitch? *This question is required.
16. Did the pitch require speculative strategic, creative work or a media trading exercise? *This question is required.
17. How long were you given to respond to the pitch brief (Creative, media or other)? *This question is required.
18. How communicative was the panel / evaluation team throughout the pitch? *This question is required.
19. Was open and constructive feedback provided by the client as part of the pitch process?  *This question is required.
20. What is the approximate value of the agency fee in the first year (in Canadian dollars)? *This question is required.
21. What was the type of agency fee model agreed upon? (Tick all that apply) *This question is required.
22. How long were you given to respond to the financial component of the RFP? *This question is required.
23. When responding with fees and resourcing, how clear was the scope of works and/or services provided by the client? *This question is required.
24. How long did the pitch process take, from being invited to participate to being notified (successfully or not) in months? *This question is required.
25. Was the pitch process delayed or took longer than expected? *This question is required.
26. What were the agreed payment terms?  *This question is required.
27. Was the agency asked about policies and compliance with the following? Select all relevant *This question is required.
28. Beyond the outcome, how would you rate the pitch process? *This question is required.
Very badSomewhat badNeutralSomewhat goodVery good
Haymarket Media Group, publishers of Campaign, takes your privacy seriously. We will use your details, if provided, to contact you about your responses to this survey. We will only use your personal details for this purpose and where we have your permission. Please see our Full Privacy Notice for more information.
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