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WFA and The European Association of Communication Agencies (EACA) today released guidelines on how to organize, conduct and conclude a pitch process leading to a new client-agency relationship. Created with regional or global assignments in mind, it also provides guidance for agencies and clients at a local level where no national guidelines currently exist.

The guidelines aim to promote best practice globally: to help agencies pitch successfully and marketers to find the agencies that best fit their needs. Beyond focusing on the pitch process, they also propose best practice on managing client-agency relations more generally. These include proven alternatives to a full pitch, which may not always be the best solution.

Pitch processes can be time-consuming and expensive. In a recent survey of WFA members, the average amount of time taken for a global/regional pitch was just under 4 months. Marketers recognize that, given the complexity of the task, bad planning is one of the biggest obstacles to concluding a successful pitch. These comprehensive guidelines respond to this by describing the key stages of the pitch process in order to plan effectively.

Said Stephan Loerke, WFA Managing Director "In difficult economic times, marketers need practical advice based on what has been proven to work. These guidelines can save everyone valuable time and money and ensure our agency partners compete on a fair and level playing field."

Said Dominic Lyle, Director General, EACA: "The pitch process is one of the most time & resource-consuming aspects of agency business and often frustrating because of lack of clarity or direction. A joint "best practice" guide, endorsed by agencies & advertisers alike, is a big step forward in creating a better environment for both parties. We are delighted that the WFA has agreed to co-publish these important guidelines".

Download the full .pdf here.

For more information please contact Robert Dreblow: [email protected]


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