When it comes to the new business pitch process, it’s generally presumed that the agencies invited to the festivities are in a subservient position. They need the business – are in the very business of winning new business, especially in these lean times – so they’re held hostage to short account tenures and endless business pursuit.

An article in Advertising Age archly titled “Hmm, It’s 2010 — About Time for Chipotle to Switch Up Ad Agencies,” cautions brands to wise up by laying out the consequences of their fickle ways. Calling out specific major brands as “serial reviewers,” Ikea, Chipotle, BMW, 1-800-Flowers and Quiznos are among those getting the scarlet letter.

The risk for these brands is that the very best agencies, the ones they might most wish to have woo them, will take a pass next time the business is up for grabs. And it appears to be happening. That doesn’t mean no one will pitch for it; never gonna happen. But you do reap what you sow.

While the name-dropping smack down has its entertainment value, it also is filled with advice to agencies, making it worth a read.