Building a culture of growth
A winning pitch isn’t just the job of the new business team, it’s the product of an entire agency’s mindset. Creating a culture of growth means making pitch excellence everyone’s business. There are five ways to install that into an agency:
1. Training is a Company-Wide Commitment
Start with agency-wide scene-setting: growth comes from great pitches, and great pitches come from everyone playing their part. Build a development programme that includes storytelling, presenting, and client engagement. Offer support for non-pitch roles so everyone knows how they can contribute, even if they’re not in the room. Invest in future talent with a growth-focused program for rising stars.
2. Pitching Is Everyone’s Responsibility
Growth shouldn’t sit in one department. Encourage cross-functional collaboration, create visible opportunities for people to join pitch teams, and empower individuals at all levels to bring their ideas, insights, and energy to the process.
3. Give Regular Company Updates
Weekly updates and shared pitch progress build agency-wide awareness. Open forums and regular sessions allow teams to present ideas, share thinking, and gather input, breaking down silos and building shared accountability.
4. Establish Feedback Loops
Post-pitch reviews and detailed debriefs are critical. Go beyond win/loss outcomes to focus on what worked, what didn’t, and share those insights in a central library that all teams can access and learn from.
5. Run Agency Pitch Competitions
Simulate real scenarios to give teams practical experience and test new ideas. Recognise great work. Celebrate small wins. Make it fun. These competitions build confidence and foster a healthy, creative competitive spirit.
When you build an agency culture that sees pitches as a shared responsibility and a source of pride, you pitch better and you make your teams better.
Reach out to hear how you can embed this in your agency.