Ethical agency selection and pitch processes

by Rebecca Bellairs

Fairness, commercial value and reputational protection

Ethical agency selection is a commercial decision with reputational consequences. When the process is fair, structured and transparent, brands make better appointments, agencies invest properly, and outcomes improve. When it is poorly designed, costs rise, trust drops, and reputational risk increases.

This guide sets out what ethical agency selection looks like and how to build it into marketing pitch processes.

What ethical agency selection means

Ethical agency selection means running a process that is consistent, proportionate, and evidence based. It respects time and labour, supports whole market access, and aligns with your organisation’s commitments on responsible sourcing, ESG, and CSR.

Why fairness improves commercial outcomes

Fair processes improve commercial outcomes because they produce stronger participation and better evidence for decision making.

You tend to see:

  • higher quality responses because agencies understand the scope and criteria
  • better comparison because information is consistent across agencies
  • faster decision making because evaluation is structured
  • lower supplier risk because governance is clear
  • stronger long term partnerships because trust starts early

Reputational benefits and risk reduction

Agency selection is increasingly visible. Employees, agencies, industry bodies, and sometimes the press pay attention to how pitches are run. A fair process reduces the risk of criticism around unpaid work, opaque decision making, and exclusionary shortlisting practices.

A defensible process is easier to explain internally if questions arise later about why a particular agency was chosen.

Whole market access and inclusion of smaller agencies

Ethical pitching supports access to the whole market. Poorly designed processes tend to favour large networks and established suppliers because they can absorb the cost and intensity of pitching more easily.

To widen access, design for:

  • clear briefs that reduce rework
  • proportionate deliverables that do not require speculative production
  • realistic timelines so smaller teams can participate
  • structured Q and A so all agencies receive the same information
  • transparent criteria so agencies can decide if the pitch is worth entering

This approach improves choice and increases the chance of appointing a specialist that fits the work.

Regional economies and agency hubs

Marketing services talent exists well beyond major cities. Ethical selection considers regional agency hubs and does not unintentionally exclude agencies because of geography.

Practical steps include:

  • allowing remote participation where possible
  • assessing capability and delivery model rather than postcode
  • being clear about any on site requirements and why they exist
  • recognising the economic value of regional supplier investment when this aligns with CSR commitments

Exploitation and mental health impacts

Pitching is labour intensive. When brands ask for excessive unpaid work or run unclear processes, the burden lands on agency teams and often on junior staff.

Common drivers of harm include:

  • briefs that change late in the process
  • unrealistic deadlines and compressed turnaround
  • unclear evaluation criteria that force agencies to guess priorities
  • long presentation days with minimal context or feedback
  • requests for free strategy or speculative creative with no clear intent to appoint

Ethical pitching reduces this by keeping workload proportionate, improving clarity, and treating agencies consistently.

Transparency on offshoring and delivery models

Many agencies deliver work through blended models that can include offshore teams. Ethical selection includes clear questions and clear expectations so brands can assess quality, risk, and suitability.

Consider asking:

  • where delivery will happen by role type
  • who owns day to day work onshore
  • how supervision and quality assurance works
  • how pricing reflects the delivery model
  • what labour standards and policies apply across locations

Transparency here reduces surprises after appointment and supports better risk management.

Fair payment terms and commercial sustainability

Agency selection is a supplier decision. Ethical practice includes commercial terms that support sustainable delivery.

This includes:

  • payment terms that do not create unnecessary cash flow pressure
  • clear expectations on fee structure early enough for agencies to price properly
  • avoiding late stage scope increases without commercial adjustment
  • treating commercial negotiation as part of governance rather than a final squeeze

Unsustainable commercials lead to churn, poor delivery, and strained partnerships.

Align agency selection with ESG and CSR commitments

Agency selection can undermine ESG and CSR commitments if it is disconnected from responsible sourcing policies. Ethical selection aligns criteria with your commitments so decisions hold up to scrutiny.

Examples include:

  • supplier diversity and inclusion goals
  • sustainability expectations and reporting requirements
  • labour and human rights policies in supply chains
  • data handling and privacy standards
  • governance standards and decision trail expectations

When these expectations matter, include them in criteria and assess them consistently.

What ethical practice looks like in a pitch process

A fair ethical pitch process typically includes:

  • a clear justification for running a pitch
  • a brief agencies can respond to without speculation
  • a shortlist size that is proportionate
  • consistent information shared across agencies
  • criteria set and agreed before agencies submit work
  • evaluators aligned early and involved throughout
  • decision rights and governance agreed upfront
  • evaluation captured with evidence and rationale
  • meaningful feedback delivered to all agencies

How Pitch’d supports ethical agency selection

Pitch’d supports ethical agency selection by helping teams:

  • define scope and expectations clearly
  • build transparent shortlists
  • manage pitch processes consistently
  • structure evaluation and capture evidence
  • document governance and decision trails
  • support feedback delivery

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