Since Lunar started, we’ve had the same conversation over and over:
“Can you pitch? Unpaid, of course. Just show us what you’d do. Don't spend too long on it just give us the idea"
Challenge is though, pitches often force agencies into superficial presentations rushed to impress rather than solving real problems.
When we know the best work is co-creation, pitches positions the agency as a vendor rather than a strategic partner, setting a lower baseline for collaboration. They devalue creativity which is the multiplier of business effects.
For too long, independents have played along. Weeks of thinking, late nights, thousands of pounds all poured into “beauty parade” pitches when the decision is often already made.
The truth? No other industry works this way. You don’t ask lawyers for a free case strategy. You don’t ask architects to design buildings for fun. Yet, in marketing, it’s become the norm.
Last month, Lunar got paid £8k for a pitch. We didn’t win. But the work was solid because the team knew their effort was valued.
So here’s where we land: Lunar will no longer pitch for free.
Not because we don’t want to fight for business. Not because we can’t compete with the networks. But because creativity has value. And when it’s treated like a free sample, nobody wins.
For CMOs, this isn’t bad news, it’s the opposite. Paid pitches mean better ideas, sharper work, and teams who are genuinely invested. And if your strategy is to in-house, fine but at least agencies get properly credited and compensated when their thinking is used.
My view is this, if we use all of the time we spend pitching each year to strengthen the work and relationships with partners who already trust us we'll be a better business all round.
A rallying call to independents
We’re drawing a line in the sand.
If you run an independent agency, you know the cost of playing the free pitch game. Imagine what would happen if more of us said no. Imagine how much stronger this sector would be if the bar shifted.
We’re making a stand. Who’s with us?
