Industry · Marketing & Creative
Get on the pitch list before the review even starts.
Agency wins are decided by who the client already trusts when a review kicks off. Retenders, roster refreshes and new marketing leadership all signal a pitch that is coming. New Dynamics helps agencies read those signals early and work the relationships with CMOs and marketing directors before the incumbent quietly renews.
How intelligence travels
- Review signal
- Brand
- Decision-makers
- Category lead· your firm
- Pursuit
A review signal is attributed to its brand, the brand to its people, and the pursuit to the category lead best placed to win the account.
Where work originates
- Pitches and reviews
- Retenders
- Roster cycles
- New marketing leadership
- Referrals
Who shapes the decision
- CMOs and marketing directors
- Brand leads
- Procurement teams
- Existing champions
What your agency brings
- Category track record
- Creative and case study evidence
- Roster positions
- Client relationships
Which accounts are heading into review before anyone calls a pitch?
Market Radar scores live signals against your categories and regions, a new CMO appointment, a retender notice, a roster refresh, wherever the agency has evidence, and explains each score. A category where you already hold a warm relationship and a strong case study reads very differently from one where you would arrive cold, and the scoring says so.
Who in the agency already knows this marketing leader?
Agencies rarely lack relationships; they lack a shared picture of them. The coverage matrix shows every key contact across brands and past clients, which lead owns the relationship, when it was last active, and the CMOs and brand directors nobody has a route to, ranked by influence, with the nearest introduction alongside, so a warm referral gets found before a cold approach goes out.
| Decision-maker | Owner | Last touch | Best route in |
|---|---|---|---|
| Greg PowellManaging Director | David Okafor | 4w ago | active · 4/5 |
| Rachel StoneChief Finance Officer | no owner | never | via Dr Helen Carr · 5/5 |
| Tomas NowakHead of Acquisitions | no owner | never | via Greg Powell · 3/5 |
Two high-influence contacts, nobody accountable, but each with a colleague two steps away. That list is the month’s BD agenda.
Which pitches are worth the studio's late nights?
Every pitch consumes creative and strategy time the agency cannot bill. Each pursuit records its estimated value, stage, win probability and qualification, so the pitch/no-pitch conversation happens on evidence and the agency stops chasing reviews it was never going to win. Win rates by category and client make it clear where the agency is genuinely competitive.
See how an agency-shaped workspace handles your markets.
Book a demonstration built around brands, categories and relationships, not sales territories. We will follow one realistic pursuit for your categories from review signal to win.