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Part 2: Agency Scope Brazil 2024/25 study: Pitch the number one method for agency selection
The 10th edition of the Agency Scope Brazil 2024/25 study has identified the number one method of selecting an agency as the use of a pitch, with an increase of 81% of marketing executives mentioning this compared to 62.4% in 2022.

Source: © Fernando Dantas Unsplash The 10th edition of the Agency Scope Brazil 2024/25 study has identified an increase in the use of a pitch as a method of selecting agencies
Second, the selection is made through Credentials (no competition/workshop), with 18.7%, a percentage that has decreased compared to the previous edition (22.2%).
In third place are Workshops/Chemistry Meetings (14.9%).
Internationally, South Africa leads the use of pitch for agency selection, with 96% of accounts awarded through this process.
Brazil's numbers align with the global average in almost all selection methods, except for Credential Selection, which exceeds the global average by five percentage points.
This report identifies trends within the communication sector in the country, examines the relationships between advertisers and their agencies, and assesses the perception of agencies’ images in the market.
The results are compared with those from previous editions as well as with findings from other countries where the study is conducted: Argentina, Chile, China, Colombia, Spain, India, Mexico, Portugal, Singapore, South Africa, and the UK.
The main objective of the study is to provide agencies that acquire it with exclusive insights into their client's needs and opportunities for growth.
3 tools to create a long list of agencies
The marketing executives interviewed mainly mention three tools to create a Long List of agencies:
- Recommendations from a friend or colleague (67%).
- The work done by the agency (53%).
- Personal experience and knowledge (19%).
In Brazil, Recommendations from a friend or colleague have the highest percentage compared to the countries analysed in the study. The UK and Chile rank second and third, respectively.
Relationship between advertisers and agencies
The average duration of the relationship between advertisers and their agencies in Brazil is currently 4.2 years (3.7 years in 2022).
As observed in previous editions, there are some differences in the duration of these relationships depending on the size of the company and the type of agency.
Independent agencies and medium-sized companies have a shorter duration (3.4 and 3.1 years), while agencies belonging to holding companies and large companies have longer relationships (5.0 and 4.4 years).
Comparing this data with that obtained in other markets where the study is conducted, the global average is 4.7 years.
China has the shortest relationships (3.1 years), while Portugal and South Africa are the only markets approaching six years (5.7).
Long term relationships
86% of Brazilian advertisers work with their agencies continuously (84.4% in 2022), and this is also true for relationships with agencies belonging to holding companies and large companies.
On the other hand, independent agencies and small companies have increased their percentages of project-based work.
As identified in previous editions, among the markets analysed, Chile has the highest percentage of continuous work with agencies (89.9%), while China has the highest percentage of project-based work (41.5%).
Remuneration
The percentage of advertisers who compensate their agencies with a variable bonus at the end of the year has increased.
In 2022, 14.9% of Brazilian advertisers paid their agencies a 15% bonus at the end of the year as recognition for good work.
In this edition, this percentage increases to 19.7% (above the global average of 19.1%).
This additional variable compensation represents 16.9% of the total agency remuneration, placing Brazil in sixth place among the eight markets where this question is asked, with the second-highest bonus percentage (the global average is 13.4%), surpassed only by China (17.9%).
Top awards
Cannes Lions remains the most valued festival by marketing executives in Brazil (53%), increasing its mentions compared to the previous edition.
It is followed by Effie (39%), which maintains second place despite also gaining more mentions, and completing the Top 3 is Caboré (17%).
About the study
In this edition of the study, 850 professionals were interviewed (an increase of 8.3% compared to the previous edition): 409 marketing executives from 285 advertiser companies and 441 professionals from 61 different agencies, allowing us to analyse over 760 client-agency relationships.
Among the marketing executives interviewed, the majority are based in São Paulo (82%), with women representing 65% of the sample.
Their average age is 40 years, and they have been working in their current company for just over six years on average, with five years in their current role.
The most representative position is that of CMOs (29%). Half of them work in foreign multinational companies, primarily in the services sector (49%) — with the finance and insurance subsector being the most prominent.
Among agency professionals, 97% hold senior-level positions. In this group, men are the majority (54%), with an average of six years in the agency and seven years in their current role.
Most represent integrated/advertising agencies (74%), predominantly located in São Paulo (90%).
These agencies are mostly part of multinational networks (59%), while the remaining 41% represent independent agencies.
The fieldwork was conducted between May and September 2024.
