ADWEEK Press Hour: Pitches, Agentic Tools, and Agency Culture

At the ADWEEK Press Hour, executives from Omnicom and other agencies discussed how to approach pitches and the growing role of agentic tools in marketing. They noted that pitches are often artificial environments and that clients look for partners who show vulnerability and compatibility. Omnicom’s chief technology officer said the firm has built an enablement environment that makes it easier for staff to adopt agentic tools, but leadership alignment remains critical. The discussion also touched on the need for fluidity in communication as technology changes rapidly. Agency leaders emphasized that agentic tools are still in early stages, but conversations about workflow applications are already underway. They highlighted that a pitch does not need to be perfect, but it must demonstrate authenticity to be believable. The session concluded that building a culture of innovation and aligning top executives can accelerate agentic tool adoption. Agencies should therefore focus on internal enablement and leadership buy‑in to integrate agentic solutions into their workflows.