Pitch perfect? Not quite. Are consulting firms slowing down the process?

The media industry is facing an increasing challenge as pitch processes are taking longer to close. Industry insiders say consulting agencies could be causing the delays by conducting multiple negotiation rounds in pursuit of better deals.

“I believe the consulting or audit firms managing the pitch process are causing delays by increasing the number of negotiation rounds. Their aim seems to be pushing for better value or numbers, which they believe can be further negotiated from the agencies,” said a media buyer from a leading agency in Mumbai.

The involvement of consultants, which was previously more common in global pitches, has become significantly more prevalent in India. While once a rarity, occurring in roughly one out of 10 multi-country pitches, consultants are now involved in nearly 50-60% of all pitches across the Indian market. This shift reflects a growing reliance on external expertise to optimise costs and streamline processes, but it also adds complexity and length to the pitch cycles.

This extended process is affecting agency operations, leading to disruptions in planning, resource allocation, and cash flow management.

Currently, high-stakes media accounts worth more than Rs 2,000 crore are up for grabs, with major brands such as Tata Motors, Hero MotoCorp, Dabur, and Lenskart among those reviewing their mandates. Despite the significance of these accounts, media buyers across agencies are left guessing what is causing the delay in finalisng results. Many speculate that consulting firms are behind these slowdowns, given their push for competitive pricing and value-added services to maximise client gains.

While the goal is to secure favourable terms for clients, the drawn-out processes are proving challenging for agencies, straining business dynamics and stalling market momentum.

What does a standard pitch process look like?

Depending on their threshold, companies may invite agencies for pitching. An RFP (request for proposal) is issued, outlining the brand's expectations, deliverables, and terms. Agencies are given time to respond, after which their proposals are consolidated for comparison. Shortlisted agencies then pitch their ideas, evaluated based on parameters like brand objectives, financial strength, and team expertise.

Independent consultants are often part of these panels, guiding the process from diligence through to final selection.

Shedding light on the challenges with prolonged pitch cycles, another media planner, highlighted the disconnect between consultants and agencies as a critical factor.

“While agencies build long-term relationships with clients and gain valuable insights over multiple campaigns, consultants often enter the scene mid-way, focusing narrowly on cost optimization. Senior consultants may secure client interest by promising savings—sometimes 20%—but the actual execution is left to junior or mid-level consultants who may lack in-depth media expertise. This results in a mechanical approach to pitch evaluations, with undue emphasis on pricing over strategic quality,” they explained.

Moreover, the shifting dynamics are causing delays, with templates and rate cards often containing errors that require multiple revisions.

Experts warn that prolonged timelines could ultimately hinder delivery, as agencies struggle to balance strategic efforts with financial pressure.

“More often than not agencies are expected to align with unrealistic pricing without proper assessment of feasibility. Ultimately, agencies are left balancing cost pressures with the need to maintain creative and strategic quality. Clients, too, lean on consultants to avoid bias in agency selection, adding another layer of complexity and prolonging the decision-making process,” they said.

However, several experts from the consulting industry have challenged the notion that price is the sole determinant in agency pitches.

"The claim that price is the sole factor for consulting firms running pitches is a complete fabrication. While price is certainly a consideration, strategy, creativity, and agency expertise play far more significant roles. In fact, when I was with Spatial Access we would prioritise strategy, market and consumer understanding as a 70% contribution to the final scores and decision with price accounting for only 30%,” said Meenakshi Menon, Founder, GenSxty Tribe, a company building an online and offline community for the 60+.

“Agencies that prioritise media sales over client interests often resort to tactics like using a large component of proprietary media in their plans. This practice, where agencies buy media in bulk and resell it to clients at a markup, can compromise their objectivity.

"We at Spatial Access strictly limited the use of proprietary media, ensuring that clients receive the best possible value and unbiased recommendations,” Menon added.

Menon is the founder of Spatial Access, an advertising, marketing advisory, and analytics firm. In 2020, Deloitte acquired Spatial Access, integrating it into their suite of consulting services to enhance their marketing and advertising analytics capabilities.