Vimto posted on LinkedIn recently, looking for agencies with "more fizz than a can of Vimto pop" to help with its next campaign.
It might seem an unusual way to kick off a pitch, and definitely not the most official, but Vimto isn't the only brand turning to the platform to find its next creative partner. L’Oréal, Estrid and Luton Airport Express have all used LinkedIn over the past year to drum up interest for their brands' latest pitch.
Each has seen a feverishly enthusiastic response, with Estrid's post receiving nearly 1,000 comments.
While it makes pitching more accessible and gives marketers a wider variety of agencies to choose from, does this also mean the marketer is inundated with creatives and agencies who aren't actually fit for purpose?
Campaign asked some resident industry experts for their opinion. James Cross, founder and chief creative officer at Meanwhile, noted that the increasing trend could mean that the "value of intermediaries is being questioned" in some quarters, while Sandra Lema Trillo, senior consultant at Flock Associates, said it was a "golden opportunity" for smaller agencies and independent creatives.
Read on to find what else the industry thought, and see if you agree whether LinkedIn is a help or a hindrance in the process of pitching.
James Cross
Founder and chief creative officer, Meanwhile
I don’t think it’s always a bad thing, and neither is a client perhaps not knowing exactly what they want. I think it just puts real pressure on the client to run a good process if they take this option. They’ll probably get loads of interest, so they need to ensure they have the tools and processes to narrow them down quickly, and not expect loads of agencies to put in loads of effort, or make it a popularity contest.
But it also shows, maybe, we’re in changing times; talent is, slowly, becoming more diversified, there are different types of solutions to an advertiser’s problems, there are fewer bigger projects around, and perhaps the value of intermediaries is being questioned in some quarters?
Mobbie Nazir
Chief strategy and growth officer, We Are Social
Announcing pitches on LinkedIn can make for great clickbait, but the reality is selecting the right agency to work with needs more than just clicks and comments. It's a relationship built up from a clear and considered understanding of what the brand needs in a new agency partner, as well as mutual trust and chemistry built up through every point of engagement. For smaller brands with less resources, this may be a way to connect with smaller agencies not previously heard of, and also into the network effect of word of mouth. However, overall it raises questions as to how well the brand knows what they are looking for and what the nature of the relationship will be going forwards.
That said, the way brands and agencies connect is evolving. We’re open to new models and new ways in. A LinkedIn post might open the first door – but it shouldn’t replace the deeper process of selecting a team that can deliver real results. Great work comes from shared values, trust and aligned ambition – not just viral reach.
Zoe Eagle
Chief executive, Iris London
We’re always up for shaking up how new business gets done, but full-blown pitches are a big commitment, so we qualify carefully. At Iris, we look for strong creative and commercial alignment, genuine opportunity, and some sense of chemistry. LinkedIn call-outs can feel a little cold without that context, which makes it harder to assess fit. But if a client’s genuinely open to fresh thinking and the process is clear, it could lead to something great. In a crowded market, the most exciting opportunities often come from the least expected places.
Sandra Lema Trillo
Senior consultant, Flock Associates
A new trend is emerging: brands posting briefs on LinkedIn and inviting agencies or freelancers to respond directly. These “LinkedIn pitches” promise speed, variety, and the chance to tap into fresh creative thinking outside the traditional pitch model.
For smaller agencies and independent creatives, it’s a golden opportunity to get noticed and win work. It removes barriers, levels the playing field, and encourages unconventional thinking. For brands, it offers fast access to diverse perspectives – and, occasionally, standout ideas.
But the risks are real. Without briefing structures, contracts, or IP protections, both brands and contributors are exposed. Ideas can be taken without credit. Expectations can be misaligned. What starts as an exciting, creative exchange can quickly become murky.
This isn’t a call to end the practice. In fact, embracing more open and democratic pitch processes is long overdue. But if LinkedIn is to become a serious pitch platform, it needs structure.
Basic governance – such as clear brief templates, NDAs, and contract terms around commercial intent – can protect everyone involved. It ensures creative contributors retain ownership where appropriate, and brands act with transparency and accountability.
The LinkedIn pitch can be part of a more inclusive, agile future for pitching. But like any innovation, it needs the proper guardrails to thrive.
