Tilt Brand Solutions Sets New Standard: No More Than Two Agencies at a Pitch

Introduction: Rethinking the Agency Pitch Culture

In a bold step that may influence the future of creative agency-client engagements, Tilt Brand Solutions, a well-known brand and communication consultancy, has publicly committed to a new policy: they will now invite no more than two agencies to participate in any pitch.

This move reflects a growing concern within the advertising and branding ecosystem about the ethics, time investment, and energy consumed in extensive pitch processes—often involving a long list of competing agencies.

Why Tilt Is Limiting Pitches to Just Two Agencies

Pitches, by nature, are competitive. But when too many agencies are pulled into a single pitch, the creative value often gets diluted, and time becomes a wasted commodity—especially when most participants walk away empty-handed.

Tilt’s new two-agency limit aims to:

• Respect Creative Time: Limit the exploitation of creative labor for unpaid pitches.

• Enhance Fairness: Ensure equal focus and clarity in evaluating participating agencies.

• Encourage Strategic Focus: Narrowing the field allows brands to better focus on actual value, not just volume of ideas.

A Statement Against Pitch Fatigue

Agency professionals across the globe often voice concerns over the grueling demands of pitch culture. Dozens of hours are spent on strategy, concepts, and mock executions—only for it to end with a generic rejection or unclear feedback.

By reducing the number of agencies invited, Tilt wants to:

• Avoid overwhelming creative teams.

• Promote strategic depth over speculative breadth.

• Build genuine brand relationships instead of transactional presentations.

This shift isn’t just about business ethics—it's about sustainability and long-term creative output.

Setting a Benchmark for the Industry

In recent years, many leading agencies and industry veterans have begun calling for pitch reforms. Tilt's policy may well inspire a broader change, especially among boutique agencies and strategic consultancies that prioritize quality over volume.

This also sends a message to brands: a refined pitch process can lead to better alignment, more productive collaborations, and less creative waste.

Conclusion: Quality Over Quantity in Creative Collaboration

Tilt Brand Solutions' decision to limit pitch participation to just two agencies isn’t just a headline—it’s a call for introspection across the advertising world. As competition intensifies, so does the need for smarter, more respectful, and value-driven engagement between agencies and clients.