How do agencies turn competitive ad data into something a client will actually act on? That was the question at the center of our September webinar, Pitching with Proof: Turning Ad Intelligence into Agency Growth.
Moderated by Christian Banach of NextBigWin, the session brought together José Puyol and Brian Kleve from BIScience to discuss how agencies can use outside-in market evidence to sharpen pitches, support budget and planning decisions, and create stronger client conversations. The full recording is now available on demand.
What the Webinar Set Out to Answer
The session focused on a repeatable way to use competitive intelligence. The core idea was simple: find a meaningful market signal, identify who moved, understand where the client may be exposed, recommend a next action, and define how that action will be measured.
The conversation also showed how the same evidence can play different roles across the agency-client lifecycle. It can help open a new-business pitch, strengthen a QBR, shape annual planning, support a competitive audit, identify scope-growth opportunities, or give account teams a timely reason to re-engage a client.
A Few Takeaways from the Session
One takeaway came up repeatedly: clients do not need another recap. Their internal reporting already explains what happened inside their own campaigns. Outside-in evidence becomes valuable when it shows what changed around them and why that change could affect the next decision.
The useful trend is not “CTV is growing.” It is where competitors are shifting budget now.
The webinar packaged that thinking into five proof questions: What changed? Who moved? Where is the client exposed? What should change? How will we prove it? The goal is not to fill a deck with more data. It is to move from observation to a specific, measurable next step.
Real Examples Made the Method Concrete
The session used current examples to show how the method works in practice. Lyft and FREENOW demonstrated how acquisition news becomes more useful when co-branded creative starts appearing in local markets. Finance advertisers testing ChatGPT Ads showed how emerging-channel intelligence can help an agency build a point of view before the market standardizes.
Other examples covered Uber safety messaging across multiple media channels, Dolce & Gabbana retail media activity with Liverpool in Mexico, and video budget movement across CTV, Social, and Online Video. In each case, the competitive signal was the starting point, not the conclusion. The real value came from connecting it to a client implication and a recommended action.
What Agencies Can Take Back to the Team
The webinar closes by connecting proof to agency business value. The same workflow can help teams win new business, package competitive audits, protect and grow retainers, improve planning and negotiation, and reduce time spent on manual research.
A useful test for any competitive analysis is whether it can end with one clear sentence: because this changed, the client should consider doing this next. If the analysis cannot get there yet, the story probably needs more work. That same test matters when planning 2027 advertising budgets: connect market shifts to a clear investment recommendation and a measurable outcome.
Watch the full webinar recording: Pitching with Proof: Turning Ad Intelligence into Agency Growth.
