Dwanith kotian The latest jfdi/Opinium Barometer 2025 highlights that trust and chemistry are now the most decisive factors in winning new business pitches. As agencies face increasingly complex client demands and a crowded marketplace, the need to build strong, personal connections has never been more crucial.
According to the UK New Business Barometer’s eighth edition, agencies that emphasize authentic relationships and a deep understanding of clients’ challenges are outperforming those that focus solely on technical capabilities. The report indicates that businesses now seek partners who not only offer expertise but can also establish a collaborative, trustworthy environment.
While creativity and innovation remain important, the data reveals that agencies that prioritize trust in their client relationships are more likely to secure long-term contracts. Agencies are also encouraged to leverage interpersonal chemistry—ensuring a smooth dynamic between their teams and client decision-makers. This focus on rapport-building helps agencies differentiate themselves in a highly competitive landscape.
As agencies look to the future, they must adapt to a new reality where the human side of business development is just as important as the technical. This shift reflects broader trends in the workplace, where trust and transparency have become key ingredients for success.
Looking forward, agencies that combine technical expertise with a strong sense of trust and personal connection will likely see the most success in capturing new business opportunities.
