Dive Brief:

• The competition in creative agency reviews is growing to an average of four or five agencies rather than two or three. 
• Companies like TripAdvisor and CVS have had as many as six agencies competing for their account. 
• Shortlists are getting longer because of market conditions, a higher number of decision makers, and more brands leaving long-term agency relationships. 

Dive Insight: 

Marketers are tempted to draw out the review process because the cost doesn't affect them and it seems like more options will ensure the best agency is chosen. While in some respects, that is true, having too many agencies to choose from can be confusing and it shortens the amount of time a brand gets to know each agency. Until it becomes less of a buyer's market, agencies will continue to face a longer list of competitors during creative reviews.