Agency reviews—how incumbents can defend accounts and retain clients

Ad insiders also share advice to help an incumbent determine when they should pitch to defend business

Agency pitches are on the rise, but that doesn't mean the majority of accounts in review are changing hands.

While defending business is certainly not new, there seems to be a recent trend of incumbent agencies successfully retaining their client accounts following a review.

Sixty-six percent of all new business reviews in 2022 ended with the incumbent retaining the account, according to the "Cost of The Pitch" report last year from the Association of National Advertisers and the 4A's.

Read more on AdAge.