The new “Cost of the Pitch” study provides further evidence that the advertising industry’s way of assessing agency-client relationships may need retooling, especially as brands and marketing services providers fall under increased budgetary pressures. The report is the fruit of a joint effort between the 4A’s, a trade group for agencies, and the ANA, which represents brand marketers, and was assembled with help from market intelligence firm Advertiser Perceptions. The research is based on survey results from more than 300 marketing and advertising executives.
