Out-of-control new business reviews are placing a burden on media and creative agencies competing for work.
According to media agency executives who spoke to Digiday anonymously, client requests for agencies to respond to pitch invitations within punishing deadlines are becoming the new normal. Expectation of quick turnarounds has become “a common theme,” said Charlie Carpenter, CEO of media and creative consultancy Creativebrief.
“I’ve gotten RFPs in the last couple of months [with] two weeks to the deadline,” said one media agency executive, speaking under Chatham House rules at Digiday’s recent Media Buying Summit in Phoenix, Arizona.
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