In its ninth year, the jfdi/Opinium UK New Business Barometer has revealed trends and practical insights for new business professionals.
Marketing investment is up. Opportunities are accelerating. Commercial impact outweighs creativity and chemistry as a pitch winner. Economic outlook concern is jumping [second biggest reason for losing a pitch.] Pricing for profit is getting tougher.
Stephanie Brimacombe, CEO, VCCP Roar & EMEA & Group CGO, has commented, “In a shifting and competitive industry landscape, clients are demanding transformative ways to create tangible value for their brands. That’s why it’s refreshing to dig into the actionable insights from the New Business Barometer which provides the hard data necessary to align new business growth priorities with modern market expectations”.
Published by jfdi, the UK’s leading new business consultancy, and, award-winning strategic insight agency Opinium, The Barometer is now the UK’s most comprehensive national study of agency new business. It draws on 254 business development professionals across 18 disciplines, from content and digital to PR, social, media and advertising.
Mark Clark, CEO, jfdi said, “Despite forces beyond their control, agencies are stepping up and resetting the growth agenda. The Barometer provides the evidence base and direction to make confident decisions; where to invest, to prioritise, and how to accelerate sustainable growth. It distils complex market signals into clear, confident strategic decisions.”
Added James Nicandrou, associate director & partner, Opinium, “The jfdi / Opinium New Business Barometer offers the most comprehensive and detailed view of the new business landscape in the UK. It not only provides a clear snapshot of the sector today but also draws on longitudinal data to highlight how trends have evolved over time. This year’s findings, in particular, reveal the wide‑ranging impact that ongoing economic uncertainty is having on businesses across the country.”
The hunt for new business intensifies
Marketing investment is up. Large agencies report an increase of 58% on 2024 to £257K; medium agencies have invested +36% at £140K. Small agency investment is down by 19%.
Opportunities accelerate. Large agencies report +40% year on year, with 82 opportunities in 2025 compared to 48 in 2023. Medium agencies saw +27% year on year with 57 opportunities in 2025 up from 35 in 2023.
Commercial impact is overtaking creativity and matching chemistry as the real pitch driver. Clients now demand proof of relevance, capability, and tangible results and agencies are responding. Top pitch winners: relevant expertise (77%, +5pp), good client chemistry (72%, -2pp), and the fastest-growing factor: meeting commercial objectives (61%, +7pp).
Pitch spend is being disciplined. Overall, budgets are down around 30% on 2024. Large agencies report a 30% drop, medium 26%, small 29%. Agencies are taking practical steps to manage cost of sale amid a long-term trend of lower pitch conversion.
Prospecting is sharper. Agencies are refining strategy to play to their strengths.71% of large agencies use intermediaries a top prospecting strategy. Medium agencies focus primarily on management networks (80%) while small agencies focus on personal networks (76%).
Challenges shaping 2026
Camilla Honey, CEO jfdi commented, “This year’s Barometer marks a turning point. Creativity and chemistry still matter but are no longer enough. Agencies are assessed far more rigorously on relevance and commercial impact. New Business is less about volume and visibility, and more about strategic precision”.
Economic uncertainty is intensifying: concerns are rising. Worries over the outlook jumped 12pp to 39%, the second biggest reason for losing a pitch. 12pp to 39%, the second-highest reason for losing a pitch. Client behaviour remains a top challenge: budget withdrawals top the list at 44% (-1pp), followed by rarely receiving detailed feedback at 30% (-5pp). Economic headwinds and client behaviour are set to shape agency new business this year.
Pricing for profit is getting tougher. Across the board, agencies say keeping projects profitable is their biggest challenge: 58% of small, 59% of medium, and 64% of large agencies report it’s more difficult than last year. Across all sizes, this outranks creating opportunities, investing in new business, or converting pitches. Pricing is under growing scrutiny, and in a competitive market, often traded just to win.
Pipeline pressure is rising. 63% of small agencies, 43% of medium, and 39% of large say creating opportunities is more difficult than last year. Across sizes, over half of agencies now prioritise generating opportunities over converting pitches or growing clients. Pursuit of more opportunities is putting more pressure on the pipeline.
AI and the pitch: the race has just begun. AI is firmly on the new business agenda, but it’s early days. Agencies are experimenting, testing tools, and hunting for advantage – without a playbook.
ChatGPT (72%) continues to dominate the market, followed by Gemini (34%), Perplexity (22%), and CoPilot (18%), alongside tools like Firefly, Claude, Google Labs, Midjourney, Runway, Surfe, Dripify, and proprietary platforms.
The report shows small agencies use AI for speed, research, and pitch prep; medium agencies focus on processes and proprietary tools; large agencies scale research, qualify opportunities, and automate pitches with their own platforms.
Yet one in four agencies has yet to join the race, leaving room for latecomers to catch up.
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