The Good Pitch

Best-practice guidelines for agencies and clients.

The recommendations in this guide have been created with the aim of helping to develop a pitch process which is focused on delivering a fair and transparent approach, that all parties will benefit from.

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Finding a new agency can be exciting; offering new opportunities, new faces and new and innovative ideas. But it can also be daunting. Finding the right talent, chemistry and shared culture and values with an agency is no easy task, particularly for a busy marketing department. So while you may embark on the selection process with a spirit of optimism at the thought of a fresh start, ensuring the right decision is made will always be a concern. As a result, the search process may become overbureaucratic, lengthy and costly for both sides.

For an agency, pitching and winning a new client can be one of the most exciting and fulfilling aspects of agency life. There are financial rewards but also emotional and psychological benefits - winning creates momentum internally and externally. However, agencies are realistic and appreciate that the chances of winning every time are negligible. Therefore, they judge the likelihood of success and build this into their calculations, investing in the process accordingly.

This is why best-practice guidelines, to steer both parties, are so important. The recommendations in this guide have been created with the aim of helping to develop a pitch process which is focused on delivering a fair and transparent approach, that all parties will benefit from. We hope this guidance helps clients to create a bespoke process that enables the screening of the right number of agencies, at clearly defined stages, providing plenty of choice of talent without asking agencies to incur excessive costs.

A well thought out, defined process should also allow agencies to make informed decisions on which pitches to take part in, based on a clear understanding of the client’s requirements and the pitch process upfront – and enable them to invest their efforts accordingly. 

Ultimately, both parties, agencies and clients, should share the same goal, which is for the process to result in a long-term, sustainable relationship, producing outstanding work that delivers results, builds brands and enhances corporate reputations.

Resources for Agencies

Resources for Agencies

Best practice tips for agencies on planning and performing the perfect pitch, including prospecting, completing an RFI and choosing the right pitch team.

Finding an Agency

Finding an Agency

The ultimate best-practice guide from ISBA and the IPA to agency search and selection that delivers win-win on both sides.

QBS Agency Search Guide

QBS Agency Search Guide

This guide explains a new approach, based on QBS (Qualification-Based Selection), which helps clients to buy creative services.

IPA Pitch Protection Service

IPA Pitch Protection Service

This tool allows you to register your pitch quickly and easily. Your IPA certificate of registration will be emailed to you.

Post Pitch Evaluation Forms

Post Pitch Evaluation Forms

Helping agencies get constructive feedback on how they performed during a pitch.

Helpful Legal Documents and Templates

Helpful Legal Documents and Templates

Client/Agency Pre-Pitch NDA, Client/Agency Contracts, ISBA/IPA TUPE Protocol and more.

TUPE Training Slides

TUPE Training Slides

Guidance on the basic TUPE principles and day to day TUPE challenges and issues for agency members.

Do you have a win without pitching mindset?

Do you have a win without pitching mindset?

Blair Enns, CEO of Win Without Pitching presents at the 2017 IPA Business Growth Conference.

Contacts

ISBA

The Incorporated Society of British Advertisers represents the leading UK advertisers. They champion the needs of marketers through advocacy, offering their members thought leadership, consultancy, a programme of capability and networking. They influence necessary change, speaking with one voice to all stakeholders including agencies, regulators, platform owners and government.

12 Henrietta Street London WC2E 8LH | 020 7291 9020 | Contact form

IPA

The Institute of Practitioners in Advertising, incorporated by Royal Charter; exists to help member agencies be the best they can be by setting the protocols for the UK industry's best practice standards. They advise on how to choose an agency, how to run an agency or how to behave if you work in an agency.

44 Belgrave Square, London. SW1X 8QS |020 7235 7020 | Contact form 

CIPS 

The Chartered Institute of Procurement & Supply are the organisation that exists to serve the procurement and supply profession. Dedicated to promoting good procurement practice, CIPS provides a wide range of procurement services. They are a holder of a Royal Charter and a not-for-profit organisation.

Church St, Easton on the Hill, Stamford PE9 3NZ | 01780 756777 | Contact form