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In the competitive world of media and advertising, securing new clients is essential for the growth and success of any media agency. However, the process of pitching for new business can be a costly endeavor, often demanding significant time, resources, and financial investment.

Understanding the Pitching Expense Breakdown

According to a 2022 report by Campaign, the average cost of a pitch for a media agency is £39,604 (around $48,000 USD). However, the cost can range from a few thousand dollars to hundreds of thousands of dollars, depending on the size and scope of the project.

Some of the most common costs associated with pitching include:

  • Staff time: Media agencies typically invest 20-30% of their total time in pitching for new business. This can represent a significant financial burden, especially for smaller agencies.
  • Production costs: The cost of producing pitch materials, such as printing presentation documents, designing visual aids, and hiring videographers or photographers, can vary depending on the complexity of the project. However, it is estimated that agencies spend an average of £5,000 (around $6,000 USD) on production costs per pitch.
  • Travel costs: If the pitch involves presenting to a client located in a different city or country, travel expenses for team members can add to the overall cost.

Minimizing Pitching Costs

While pitching is an unavoidable aspect of acquiring new business, there are strategies that media agencies can implement to reduce the financial burden:

  • Selective pitching: Agencies should carefully evaluate potential clients and prioritize pitches where they have a strong chance of success. This selective approach can save time and resources, ensuring that efforts are directed towards promising opportunities.
  • Streamlined pitching process: Developing standardized templates, processes, and guidelines for pitching can improve efficiency and reduce the time spent on administrative tasks.
  • Leveraging technology: Utilizing specialized software tools and platforms designed for pitch creation and delivery can enhance the quality of presentations while streamlining the process.
  • Partnerships: Collaborating with other agencies for larger or more complex pitches can help share the costs and expertise, reducing the financial burden on individual agencies.

The costs of pitching for new business can be significant for media agencies, but by adopting strategic approaches and leveraging technology, agencies can minimize expenses and focus on delivering winning pitches that secure valuable clients.

Data and Statistics

  • Average cost of a pitch for a media agency: £39,604 (around $48,000 USD)
  • Percentage of total time media agencies invest in pitching: 20-30%
  • Average cost of producing pitch materials: £5,000 (around $6,000 USD)
  • Percentage of brands that contribute to pitch costs: 5.5%


  • Campaign (2022)
  • The Drum (2022)
  • Clutch (2022)
  • GoodFirms (2022)
  • Gartner (2022)