# Agencies Shift From Pitches to Handshakes

> Publicis and WPP clash over whether clients should skip pitches for direct deals.
- Title: Agencies Shift From Pitches to Handshakes · Adweek | Shortify
- Summary: Publicis and WPP clash over whether clients should skip pitches for direct deals.
- Keywords: publicis, wpp, omnicom, pepsico, lvmh, coca-cola, jaguar land rover, henkel consumer brands, dentsu creative, diageo, creative agencies, client relationships
- Source: Adweek — https://adweek.com/agencies/adweek-agencies-advantage-as-reviews-give-way-to-handshakes-clients-will-decide-the-fate-of-the-pitch
- Author: Christopher Cicchiello
- Published: 2026-11-09T17:10:55+00:00
- Read time: 1 min
- Topics: publicis, wpp, omnicom, pepsico, lvmh, coca-cola, jaguar land rover, henkel consumer brands, dentsu creative, diageo, creative agencies, client relationships
## Publicis Wins Clients Without Pitch
Publicis Groupe won PepsiCo’s media account from Omnicom without a pitch in September.

> Publicis Groupe scooped up PepsiCo’s media account from Omnicom without a pitch
## Publicis Claims Clients Prefer Deep Dives
Publicis CEO Arthur Sadoun said clients increasingly prefer deep talent and capability reviews over lengthy pitches.

> clients 'increasingly prefer a straightforward deep dive into talent and capabilities instead of getting into a lengthy, expensive, and heavy pitch process'
## WPP CEO Dismisses 'Handshake' Approach
WPP CEO Cindy Rose called Publicis' method a 'CEO handshake' and warned against bypassing due diligence.

> Nobody loves pitching... But I don’t think we do ourselves any favors as an industry of professionals by encouraging clients to bypass proper due diligence
## Publicis Defends Its Methods
Publicis replied in an open letter to WPP, saying Rose's comments sought to 'denigrate' clients.

> Publicis replied in a fiery open letter to Rose, defending its methods for winning new business and saying her comments sought to 'denigrate' clients
## Pitch Process Faces Reckoning
Agencies complain the pitch process is expensive, onerous, and often leads to ideas being stolen.

> agencies have long complained of funding the onerous and expensive process, where they inevitably give away their ideas for free
## Clients Decide Pitch Fate
Clients will choose between full pitches or direct handshakes for future business deals.

> Those that want to carry out a full pitch will; those that want to shake hands over a 'friendly espresso,' as Publicis said, will do that
## Agencies Focus on Client Growth
Agencies are expanding relationships with existing clients rather than seeking new business.

> 70% of the design agency’s growth comes from client expansions
## Key takeaway

Publicis and WPP argue over whether clients should skip pitches for direct deals.