Finding an advertising agency: A guide for public sector bodies

The guide emphasises the importance of a fair, transparent, and efficient procurement process, aligning with the Pitch Positive Pledge to enhance agency-client relationships and improve public sector communications. ​

Context

• Advertising is crucial for public sector communication, impacting areas like healthcare and crime prevention. ​
• Successful campaigns require a well-structured recruitment process, clear objectives, and effective teamwork. ​
• Common procurement practices often deter agencies from participating, leading to suboptimal outcomes. ​

Ten key guidelines for agency search and selection ​

1. Preparation: Define the communication challenge, confirm budget, and secure stakeholder buy-in. Establish judging criteria for agency selection. ​
2. Drafting key documents: Create clear tender documents and pitch briefs that outline the project scope, objectives, and expected agency responses. ​
3. Inviting agencies: Issue an open invitation for agencies to express interest, allowing them to provide feedback on the tender documents. ​
4. Shortlisting agencies: Limit the number of agencies invited to pitch, ensuring reasonable timelines for responses and clear communication about the selection process. ​
5. Timelines for responses: Allow adequate time for agencies to develop pitches and provide early feedback on ideas to avoid wasted effort. ​
6. Managing agency access: Share relevant data confidentially and maintain consistent communication with agencies throughout the process. ​
7. Financial and legal considerations: Negotiate contracts fairly, disclose fixed terms upfront, and avoid e-auctions that undermine agency value.
8. Evaluating the pitch: Use an objective evaluation system and ensure all decision-makers are informed and consistent in their assessments. ​
9. Decision-making: Make prompt decisions post-presentation and communicate results to all agencies on the same day.
10. Implementation and relationship management: Provide feedback to unsuccessful agencies, protect their intellectual property, and establish a thorough onboarding process for the selected agency. ​

Download the document