Pitch Process

by Rebecca Bellairs

Pitching should feel worth everyone’s energy.

But plenty of pitch processes leave everyone feeling the same way:
tired, uncertain, and no closer to a confident appointment.

That’s rarely because the agencies aren’t fantastic.
Too often the process is set up to generate huge amounts of work, endless form filling, and ultimately very little useful information to assess fit. The decision ends up resting on instinct..

This guide walks through how to run a pitch process that’s fair, proportionate, and genuinely useful - and how to design it so the outcome holds up to internal scrutiny.

Related guides:

What is a pitch process?

A pitch process is the structured way a brand selects an agency partner.

A good pitch process does a few things well:

  • sets expectations early
  • makes comparison possible
  • respects time on both sides
  • keeps decision making consistent
  • creates a record you can stand behind

It should give you enough information to appoint the right team - without dragging everyone through unnecessary rounds.

What a good pitch process looks like

You can run a pitch in different ways, but the best ones share a few traits:

  • everyone gets the same information
  • stages and dates are published upfront
  • the work asked for matches the value of the opportunity
  • evaluation criteria are shared
  • decisions are recorded against the criteria
  • feedback is given, win or lose

Good pitch processes don’t just help you choose. In fact, they should help you show why you chose.

When a pitch process is worth running

A pitch process is worth running when the cost of getting it wrong is high.

That might be because:

  • the budget is significant
  • the work affects brand reputation
  • performance has stalled and the next move matters
  • you’re entering new markets
  • you’re appointing a lead agency or long term partner
  • multiple stakeholders need to align
  • the appointment will be questioned later

It’s also worth doing when you need governance.

If the decision needs to be defensible (to leadership, procurement, finance, or compliance), a pitch process gives you:

  • a structured comparison
  • consistent evaluation criteria
  • documented scoring and notes
  • and a decision trail you can stand behind

A lighter approach often works when:

  • the scope is small or time limited
  • you need a single specialist for a defined task
  • it’s a renewal with a proven partner
  • speed matters more than structured comparison

You don’t need a heavyweight process every time.
It is important, though, that the process matches the risk.

Why pitch processes break down

When pitch processes go wrong, it is often for predictable and avoidable reasons:

1) The brief leaves too much open

Agencies fill the gaps with assumptions. You end up comparing guesses.

2) Too many agencies are invited

Admin increases, timelines stretch, and the decision gets harder.

3) The process isn’t properly published

Agencies can’t plan pitch team resource, stakeholders aren’t aligned, and everything drifts.

4) The work asked for is out of proportion

Inflated asks don’t guarantee better or innovative thinking - they stretch resources thin and encourage safe responses.

5) Criteria aren’t shared

Agencies optimise for everything, meanwhile stakeholders are marking against five objectives.

6) Decisions aren’t captured

Without a decision trail, it’s easy to second guess later.

A pitch process that works (step by step)

This framework works across most agency appointments and can be adapted for specialist or complex needs.

Step 1) Define scope and outcomes

Before you start:

  • what needs to happen?
  • what’s included, what isn’t?
  • what constraints matter?
  • who decides, and how?

If you can’t answer these, you are not ready to go to market.

Step 2) Build a shortlist

Shortlists work best when:

  • they’re small enough to manage
  • they’re broad enough to compare
  • every agency could realistically win

If one or more of these is not true, spend some more time getting this right.

Guide: /agencysearch

Step 3) Publish the process upfront

In an ideal world, agencies should know:

  • the stages
  • the timeline
  • what’s being asked at each stage
  • the evaluation criteria
  • who’s involved
  • how questions will be handled
  • how feedback will work

You can’t ask for trust if the process is vague. And what you don’t disclose, agencies will seek to discover by alternate means. Transparency enables you to own the narrative.

Step 4) Run a screening stage

Before you ask for a big response, confirm the fundamentals.

This stage should validate:

  • relevant capability
  • the working team and resourcing
  • how they run projects
  • measurement approach (if relevant)
  • commercial expectations

For some searches, this may be achieved through a chemistry session. For others, this could be a written response to a challenge.

Keep it simple and consistent.

Step 5) Run a pitch stage that tests the real partnership

Once you have your vetted list of credible agencies, the pitch stage should test what working together would actually feel like.

A strong pitch stage focuses on:

  • how they understand the problem
  • how they’d approach the work
  • how the team collaborates
  • what the working rhythm looks like
  • how they handle iteration, feedback, and stakeholder complexity

Try to keep in mind that you are appointing a partner and a team. Whilst a beautiful slide deck is nice, it won’t be on the other end of a phone when the Q2 deadline is behind plan.

Step 6) Evaluate using a scorecard

A scorecard helps keep decisions honest.

A good scorecard:

  • defines criteria and weighting
  • captures notes and evidence
  • allows stakeholder scoring
  • reduces bias and recency effects

Depending on specialism of service being sought, what is important and the weighting will differ. You’ll need to consider cross-functional objectives and agree proportionate evaluation (e.g. commercial / technical / creative)

For more information: /scorecard

Governance and decision records

Good governance doesn’t have to mean endless red tape.
It means decisions are made consistently and can be explained.

A pitch process with basic governance includes:

  • published stages and responsibilities
  • agreed evaluation criteria
  • consistent questions across agencies
  • documented notes and scoring
  • a decision trail that holds up months later

This is especially important when:

  • procurement is involved
  • stakeholders change mid process
  • regulated industries require accountability
  • the appointment will be questioned later (internally or externally)

Step 7) Decide + give feedback

A fair process includes feedback - win or lose.

Good feedback:

  • is timely
  • reflects the criteria
  • explains the decision
  • helps agencies learn

That’s how standards improve over time.

Step 8) Onboard properly

Appointment isn’t the finish line.

Set the partnership up properly:

  • agree success measures
  • define ways of working
  • align stakeholders and comms
  • agree a 30–90 day plan
  • agree reporting and decision cadence

How long should a pitch process take?

There isn’t one perfect timeline.

The right timeline depends on:

  • the size of the market and how many credible agencies exist
  • whether you need a specialist or a generalist
  • project complexity and scope definition
  • stakeholder availability and decision-making structure
  • procurement requirements
  • legal / compliance considerations
  • how much work you’re asking agencies to do

What matters most is communication and commitment.

A good pitch process sets:

  • a realistic timeline upfront
  • clear stages and deadlines
  • response windows that agencies can plan for
  • decision points that don’t drift
  • and a commitment to follow through

What makes a pitch process fair?

Fair pitching means:

  • the process is shared upfront
  • the workload matches the value of the opportunity
  • every agency gets the same information
  • criteria are applied consistently
  • decision making is documented
  • feedback is provided

Fairness isn’t just ethics.
It produces better appointments.

What to ask agencies during the pitch stage

These questions surface reality quickly:

  • Who will be on the working team day to day - and what else are they working on?
  • What does delivery look like week to week?
  • How do you handle feedback and iteration?
  • How do you define success for a client like us?
  • How do you measure outcomes and learning?
  • What does reporting look like in practice?
  • What typically causes partnerships to break down?
  • What do you need from us to do your best work?
  • What would a strong first 90 days look like?

How to optimise pitch outcomes

If you want a confident decision, design the process so it produces usable information.

To keep pitching useful:

  • use working sessions, not just presentations
  • share the brief and criteria early
  • keep pitch asks proportionate
  • evaluate the working team and operating model
  • test communication and decision making
  • score consistently and capture evidence

Strong pitches don’t win because they do the most, but because they show how they’ll deliver.

Common mistakes (and what to do instead)

Mistake: inviting too many agencies
Do instead: Vet selection against framework and create a shortlist.

Mistake: leaving the brief too open
Do instead: define scope and expectations before pitching.

Mistake: changing criteria mid process
Do instead: publish criteria early and stick to them.

Mistake: asking for large amounts of unpaid work
Do instead: keep asks proportionate and test collaboration through working sessions.

Mistake: deciding on instinct alone
Do instead: use a scorecard and capture evidence.

Mistake: over weighting presentation performance
Do instead: assess the operating model, team, and approach to feedback and iteration.

Mistake: no feedback
Do instead: provide meaningful feedback, win or lose.

FAQs: Pitch Process

What is a pitch process?

A pitch process is the structured way a brand selects an agency partner, using a shortlist, agreed criteria, and a time bound selection process.

How long should a pitch process take?

The right timeline depends on market size, specialism, complexity, and internal availability. The key is communication and commitment.

What makes a pitch fair?

A fair pitch is shared upfront, proportionate, and consistent - with agreed criteria, realistic timelines, and meaningful feedback.

Should brands pay agencies for pitch work?

If you require substantial strategic or creative development, compensation is worth considering. At an absolute minimum, keep asks proportionate.

Why is governance important in a pitch process?

Because agency appointments often need to hold up to scrutiny. Governance creates a consistent process, reduces bias, and leaves a decision trail that stakeholders can stand behind.

What’s the best way to keep pitching useful and fair?

Working sessions with agreed criteria and structured evaluation. You’re testing partnership, delivery, and collaboration.