South Africa, March 14 -- Johanna McDowell, CEO of the Independent Agency Search & Selection Company (IAS) and Scopen partner, was surprised by the high number of pitches agencies are involved in, as it doesn't seem sustainable in the long run.

"Would the 14% conversion rate improve if media agencies were more selective?" she questions.

"It might be a smarter strategy to focus on the right opportunities rather than pitching for everything. Just because an agency is invited doesn't mean they have to say yes."

Rising new business costs

With rising new business costs a growing concern for agencies worldwide, Scopen conducted a focused study in Brazil, Chile and Spain, analysing industry trends and advertiser practices.

Following its suc...