The 4A’s Outlines the Importance of Open Communication with New Report

“The Cost of the Pitch II: The Rise of Value” is an in-depth follow-up to the groundbreaking 2023 Cost of the Pitch report. The 2023 report identified the costs incurred by agencies and clients associated with an account review, and highlighted a client focus on agency cost during the agency selection process. This 2024 report examines the role of value and other other key factors responsible for a successful, long-term client-agency relationship including trust, cost, transparency and respect.

The report has been released jointly by the 4A’s (American Association of Advertising Agencies) and ANA (Association of National Advertisers) in partnership with Advertiser Perceptions.

Insights and key takeaways for agencies include:

• the need for a standardised definition and systematic measurement of value
• the importance of transparency, trust and open communications 
• what evolving from cost to value looks like
• strategic recommendations to foster value-driven relationships 

Find the report here.

Learn more and download the full report here.