To sign the pledge the advertiser shall prepare a written statement to be shared with the pitching agencies
Stating clearly as to why they are commencing a pitch process and what the successful outcome is.
A sense of scale of the business under review with forecast split, agency fees/third party.
The proposed timeline of the pitch and when work will commence.
The advertiser will pledge to have planned the pitch and demonstrate the following behaviours
You will have spoken with the incumbent agency and allow time to avoid the need to pitch if possible; this includes defining the problem(s) that may exist and then working to resolve them.
You only include the incumbent agency where there is an equal chance of securing the business.
Be clear who the internal stakeholders and decision makers are and ensure appropriate lines of communication are in place. For example finance, procurement, legal, the CMO, ESG function, and even CEO depending on the size and importance/sensitivity of the business.
Be clear of the time available and the demands on your team ensuring team availability to participate in all stages in advance.
Produce a project plan that takes into account the above element of the pledge.
Be sure about your team structure, reporting, timing, stakeholders and communication
Ensure team availability to participate in all decision/review stages. Try to reschedule the meeting conflicts, consistence of attendance for all evaluation is part of the pledge.
Write a clear brief to pitch against, approved by key stakeholders.
Would a roster better manage your agency requirements and are they fully understood in a policy context?
Is governance being confused with policy?
Procurement policy to tender one service on a fixed term contract most likely didn’t take into account the different services provided by an agency.
Can your existing agreement be extended if that is the outcome sought by marketing?
Procurement and marketing to be aligned on objectives before a pitch is announced.
What form should your review and negotiation take?
Does the budget (without third party costs) justify a pitch?
A short form pitch, straight to a short list, can be beneficial over a longer form for projects.
The process must stand up to scrutiny, be objective, be transparent and retain integrity throughout.
Do you have/should you have a roster?
Be certain you cannot use your roster agencies and communicate with them if you need to pitch.
Would you be better served by a roster of agencies and projects pitched amongst those pre-qualified?
How do you use your roster?
Make sure to run a responsible roster that respects the pre-qualified agencies' time.
Do not default to a full pitch amongst roster agencies. A chemistry meeting with a strategic question should suffice given you already know the agencies' capabilities and credentials.
The agency shall pledge to
Review the advertisers’ written statement confirming in writing that they have the required capability, desire, and bandwidth to and complete this pitch.
The incumbent agency will actively have engaged with their client to meet the clients’ objectives without the need for a pitch. If they fail to agree a conclusion, the agency will accept;
they may not be asked to pitch
they should not seek to be in the pitch
If not pitching, the incumbent agency will act in their client’s best interest throughout their notice period.
If the incumbent exiting agency, you will perform a closing reconciliation of client’s account.
Will proactively manage workloads of the agency team working on the pitch.
Will ensure they use the advertiser’s project plan to benefit the wellbeing of their people.
Where governance requires a pitch to be held, the agency shall recognise this and actively engage with the client
To sign the pledge the advertiser shall demonstrate the following behaviours
Issue a mutual NDA
Approach the right number of agencies, not an excessive list due to internal process and dogma
Only invite the incumbent and other agencies to pitch when they have a chance of winning
Issue the written statement advising agencies of pitch objectives
Prepare a project plan, share it and agree with pitching agencies to ensure the timeline respects individuals’ boundaries taking into account working hours, weekends and public holidays
Develop RFI containing as few questions as possible, probably 6-10
Advertiser pitch team to access RFI responses
Provide honest, objective feedback (via virtual meeting) to agencies not proceeding beyond this stage
Review budget forecast, project plan and required outcomes based on initial internal and external feedback in advance of chemistry meeting
Following chemistry sessions, provide honest, objective verbal feedback to agencies not proceeding
To sign the pledge the advertiser shall demonstrate the following behaviours with their pitching agencies
The pitch phase
Recognition this is the point where the client exerts the great pressure on agencies: People, Planet and Profit.
To minimise waste be clear and consistent about expectations.
Write a clear brief to pitch against, approved by key stakeholders.
Will review the pitching timing ensuring wellbeing remains central to own and agency staff.
Will ensure timely responses are provided to reasonable agency requests.
All assessing members of the pitch team will commit to being available for meetings where agency assessments are made.
Will keep healthy communication habits e.g. avoiding unexpected out of hour/weekend emails.
Shall ensure all decisions consider the impact on agency and own staff and actively seek to make decision that actively improve wellbeing.
If it becomes necessary to extend the pitch the advertiser will ensure that time is given to recognise wellbeing of agency and own staff.
Review the ISBA/IPA ‘Finding an Agency’ best practice guide that works through the process.
The NDA should be mutual and not seek retention of agency IP ownership as part of the creative development during the pitch process. If required this should be dealt with separately by agreement.
Consider what you are actually asking your agency for, pitches aren’t used to just collate new ideas.
Do you really want pitch theatre from your agencies, consider cost to people, planet and profit?
We focus on the wellbeing of those involved in the pitch but remember the slack is being picked up by colleagues.
If using an intermediary ensure they are well versed in the Pitch Positive Pledge and are signatories to it.
You will be the agency’s client and the timescale is yours, but please try to provide final timings to your pitching agencies that takes account of holiday periods and provides a fair period to develop the pitch.
As part of the pitch provide the short listed agencies with a copy of your agreement asking for their feedback.
How will you transfer the advertisers’ adherence to the pledge into behaviours and approach within your agency to deliver the improved wellbeing of your staff?
We focus on the wellbeing of those involved in the pitch but remember the slack is being picked up by colleagues.
Ask your client what they don’t want to see at the pitch.
Approach reasonable client requests constructively, for example, the completion of the mark-up of the client’s draft agreement.
Don’t waste the advertiser’s time trying to simply engage with them, as the advertiser will value your diligent work more highly than trying to build a connection.
All agencies will have invested a lot of time, energy and money into the pitch process. In most cases, there will only be one winner.
Be sure to provide feedback to the losing agencies that is constructive, reflecting their effort so they can take something valuable from the process, increasing their chances of success in the their next pitch.
Build on the good habits that the Pitch Positive Pledge will have instilled in the ongoing relationship with the successful agency.
Running a pitch is a major investment of time, energy and money for the advertiser too.
If it turns out you are not successful, when receiving feedback be sure to show the same level of respect and professionalism you would expect them to show you.
If you are successful in the pitch, use the Positive Pitch Pledge as a foundation to build an honest, transparent relationship going forward.
Thank you for your commitment to the Pitch Positive Pledge and continued support in helping improve the industry’s pitching process.
Before you complete the short form below, please ensure you have to hand: