THE PITCH LIST: 10 THINGS BRANDS NEED TO HEAR BEFORE HIRING A SOCIAL-FIRST MARKETING AGENCY

Let’s be honest, the pitch process often feels like speed dating in a room full of peacocks. Slides are polished, buzzwords are flying, and everyone claims they “get it.”

But here’s the thing: when it comes to social-first marketing, a shiny deck means nothing if the foundations aren’t built for real, sustained impact. And from our side of the table, we’ve seen a few too many briefs and RFPs that miss the mark. Not because the intent isn’t there, but because the expectations aren’t built for success.

So, whether you're a sports rights holder, a brand sponsor, or a marketing lead tasked with “finding the right agency,” here are 10 things you need to hear before bringing a social-first partner into the room.

AND THE NEW (Lucas, Jess and Jacob) social & content team on the ground in Qatar capturing content at the E1 Championship Series for Team AlUla, Aoki Racing and Westbrook Racing respectively.

1. SOCIAL-FIRST DOESN'T MEAN SOCIAL-ONLY

Social media might be the lens, but the thinking behind it is full-funnel. If you're hiring a social-first agency, you're not just asking for posts - you're asking for brand strategy, content architecture, production planning, paid media fluency, and commercial thinking. If you just want someone to “run the channels,” you're not looking for a partner. You're looking for a junior-level freelancer.

2. DON'T FALL IN LOVE WITH FOLLOWER COUNT

The goal isn’t vanity metrics. It’s relevance, engagement, community, and conversion. Ask us how we’ll grow quality audiences and turn them into something measurable not just how many people saw a reel.

3. GOOD SOCIAL NEEDS GOOD ACCESS

If you want to show up authentically online, your agency needs access: to talent, to your team, to the stories that matter. The best content comes from the inside out, not the outside in. If your agency is kept at arm’s length, you’ll get content that feels exactly like that.

4. YOU NEED A CLEAR INTERNAL OWNER

The fastest way to kill momentum is through a vague approval structure. If you want great work, nominate someone internally who can champion the process, provide context, and give timely feedback. The most painful work is never down to creativity; it’s death by indecision.

5. YOU'RE (LIKELY) NOT THE AUDIENCE

It sounds obvious, but too often brands fall into the trap of judging content by what they like not what their audience needs. A good social-first agency will push back on that. Not to be difficult, but to make the work better.

6. STRATEGY AND CREATIVE GO HAND IN HAND

Great creative is useless without strategy. And strategy is pointless if it doesn’t unlock creative opportunity. When hiring, ask how your agency builds both. Who owns the insight? Who leads the idea? How do they work together?

7. LOOK FOR OUTCOME THINKING, NOT OUTPUT LISTS

A long deliverables list looks impressive, but it’s meaningless without understanding why each piece exists. Ask for impact. Not just what you’ll get, but how it drives brand, fan engagement, or commercial returns.

8. BE OPEN WITH YOUR PROBLEMS

The more honest you are about your challenges, the better the work will be. A good agency won’t judge you for not having it all figured out. In fact, we prefer when you don’t. That’s what we’re here for.

9. THE BEST WORK IS BUILT ON TRUST, NOT CONTROL

Micromanagement kills good ideas. Agencies do their best work when they’re trusted to think like partners, not vendors. Set the vision, align on objectives, then let the team run. You’ll be surprised what happens when you give people room to fly.

10. SOCIAL-FIRST MEANS CULTURE-FIRST

The best content doesn’t just fill a calendar. It shows up where culture lives - in sport, entertainment, gaming, and communities that shape conversation. So when you hire a social-first agency, ask them not just how they manage content… but how they move with culture.

FINAL THOUGHT:

A good agency pitch shouldn’t be about who has the slickest tagline or the flashiest reel. It should be about alignment, ambition, and whether both sides are ready to do something meaningful -  not just busy.

At AND THE NEW, we built this agency to work in the world as it is today. Fast-moving, culturally connected, and obsessed with audience behaviour. If you’re looking for a partner who gets that then we’re here for the pitch.

Ready when you are.