New business teams that consistently land big wins don't wait for opportunities to drop in their laps. They know that while brands rarely shout about an upcoming agency review, they always leave clues – "buying signals" that hint a shift is brewing.

At Pearlfinders, we track these signals daily – identifying over 30,000 every year – to give clients an edge on future opportunities. Based on our unique data and analyst insights from observing thousands of brands, these are the top 5 buying signals indicating a brand is likely to be on the hunt for new agencies in 2025.

Top 5 Agency Review Signals for 2025:

Our latest analysis reveals the key shifts that should kickstart your outreach:

1.     New Decision-Maker - 59% (↓)

As you might expect, a new CMO, Marketing Director, or Head of Brand joining the team is still the biggest clue. New leadership often means a fresh vision, different priorities, and a natural urge to reassess existing agency relationships. Don't wait; get in early – connect with them at MAD//Fest!

2.     New Corporate Strategy - 44% (↑)

When a brand announces a major strategy pivot – be it new markets, a sustainability drive, or a big product launch – their current agency roster might not fit anymore. This signal is on the rise, showing how quickly companies are adapting. New direction nearly always means new marketing needs, creating open doors for agencies aligned with their evolving goals.

3.     Sales Up Dramatically - 27% (↑)

Surprising, right? But rapid sales growth often means bigger budgets and a desperate need for more sophisticated marketing to keep that momentum going. Existing agencies might struggle to scale, or the brand might seek specialist help to capitalize on new wins. This signal is growing, pointing to successful companies hungry for impactful, scalable solutions.

4.     Increasing Offline Presence - 18% (↓)

While digital reigns, a strategic push into offline channels (new stores, OOH, experiences) demands agencies with specific expertise. This may slow slightly on 2024, but it's crucial for brands looking to diversify their customer touchpoints and could mean a fresh agency look.

5.     Account Held for a Long Time - 16% (↓)

"Incumbent fatigue" is real. Agencies holding an account for 5+ years might see the client wanting fresh ideas or a competitive spark. While less of a standalone trigger now, it often makes brands more open to new pitches when combined with other signals. Be that fresh perspective they're looking for.

 

How Pearlfinders Unlocks New Business Revenue

Pearlfinders blends smart tech with human intuition. Our analysts dive deep into company reports, interviews, and market trends, connecting the dots automation might miss. This human-led research, cross-referenced with contact data and past buying patterns, helps us pinpoint those subtle shifts in strategy or personnel that are strong precursors to an agency review. It gives our clients the precision to quickly engage with the most promising ventures.

 

Enhance Your MAD//Fest Experience: Unlock New Business Revenue with Pearlfinders

Responsible for new business and attending MAD//Fest London in July? Pearlfinders enables you to make every moment count – from pre-event outreach to on-site networking with senior marketers and building on those initial conversations to discuss future projects and partnerships.

Ticketholders are entitled to 14 days FREE access to our New Business Intelligence Hub, packed with essential intel to unlock revenue:

·       Exclusive insights on CMOs and brands attending.

·       Identify decision-makers reviewing agencies or changing strategy.

·       Engage fast-growing disruptors and challenger brands.

·       Ready-Built Target List of senior marketers with buying signals and contact data for instant connection.

Enhance your MAD//Fest experience. Stay informed, inspired, and one step ahead.

Activate your official MAD//Fest Pearlfinders access here: https://home.pearlfinders.com/mad-fest-intelligence-hub