EACA’s Cost of Pitching 2025

Agencies across Europe are likely spending hundreds of millions each year on pitching, according to new data from the European Association of Communications Agencies (EACA). Based on responses from 412 agencies, representing 16% of EACA’s membership, the average agency now spends 650.937 € annually on pitching to win new business.

⚠️ Please note that access to this report is exclusive to EACA members. If you are not a member of EACA and would like to request it, please get in touch with EACA’s Membership team.

Main Findings

➔ €650k+ per year: With pitches costing €650k+ per year agencies are putting themselves at huge financial risk. At average EBITDA in single digits, agencies would need to win an account worth at least €7m p.a. to re-coup pitch costs.

➔ €43k+ per pitch: Marketers need to allow for agency fees of half a million+ for agencies to re-coup the cost of pitching for new business.

➔ 6 out of 10 winning ideas wasted: Winning agencies frequently invest in fully developed strategies and ideas that are never implemented, a major inefficiency for both sides of the pitch process.

➔ Media agencies spend 50% more: Media agencies spend considerably more than creative agencies on pitching reflecting the volume of personnel required of today’s complex media pitches. 

➔ Mental health impacted: The EACA Agency Sentiment Survey found wellbeing to be the second-biggest issue facing talent, with pitch-related stress identified as a key factor in burnout and disengagement.

“No other sector routinely gives away its best thinking for free. We urgently need to standardise fairer, more transparent practices not just for financial sustainability, but to protect the mental health and motivation of our people”.
Charley Stoney, EACA CEO