An agency pitch is an invitation to an advertising agency to find out more about your product or service. The agency then creates a presentation for a marketing concept in order to secure the contract.

It is one of the most commonly chosen methods for selecting the right agency for a marketing assignment. The agency uses the presentation to showcase its skills and try to win the client over for a collaboration. This is a good opportunity for the agency to demonstrate its creativity and experience directly on site. It highlights how it can help the potential client achieve their goals. Working with a full-service agency helps the company move forward in areas where it lacks expertise. This is particularly worthwhile when it comes to complex tasks.

Finding the right agency for your company

In addition to the traditional tender process, an agency pitch is a great way to find the right agency for your company. Use this approach when looking for an agency for online marketing or email marketing. For this to succeed, an agency pitch should be based on honesty, openness, and mutual respect—starting already during the pitch process, because disagreements later on are of little use. This is about building a long-term partnership between company and agency. The key requirement is good preparation on both sides, as this forms the foundation for successful collaboration.

The company's goals are decisive

The description of your goals will determine what type of agency you invite. With precise objectives that are supported by all departments, you can formulate accurate briefings. A pitch is about developing creative ideas and building a long-term partnership. We expect agencies to do their best to achieve the company's marketing goals. Time is usually tight because quick results are needed. It is clear that this cannot be done for free, as the agencies are making an advance investment. Good ideas should be worth something. We recommend that you pay for the pitch, as this helps to build loyalty and expresses mutual appreciation. Ask whether the costs can be offset later.

Preparation is key

Prepare well for the pitch, ideally with the entire team. You should allow sufficient time for a briefing, as the effort involved should not be underestimated. The more professional the process, the better the pitch result. At the outset, you need to define the requirements for the selected agencies in detail. The aim is to precisely define the scope of the project and the expectations of the agency. All decision-makers in the company should be involved in this process. Provide background information, as the agency is not yet familiar with the company.

These components belong in a good briefing:

• A clearly formulated task with all necessary background information about the company and the current situation. This includes the competitive situation and the company's goals.
• Expectations and requirements: What requirements does the company have for the agency in terms of time frame, budget, and experience?
• Can the company provide additional materials? These include advertising materials, market research results, or brand guidelines.
• Providing contact information. This includes the names and contact details of contact persons within the company who are responsible for working with the agency.

All parties involved should sit down together

Everyone involved should come together around one table. Every employee and every department must have the opportunity to contribute. IT is also important here to ensure that all necessary interfaces are taken into account. Often, it is the little things that don't work right away. IT is particularly sensitive in this area, as hardly any project can do without IT components. These meetings give everyone the opportunity to express their opinions. This helps to clear up misunderstandings and sensitivities. Define who is responsible and appoint contact persons for the agency. You should always respond to queries promptly. This includes being available on all channels and communicating via email. Visit the agency and get an impression of the place. This builds trust and gives you an initial idea of how the service provider works.

Set a budget framework

Was darf Ihre Kampagne kosten? Geben Sie der Agentur einen genauen Rahmen vor, damit diese ihr Briefing darauf ausrichten kann. Klären Sie vorab, was mit dem verfügbaren Budget zu erreichen ist. Formulieren Sie alles möglichst genau, denn damit stellen Sie die Ernsthaftigkeit Ihres Projekts heraus. Sind mehrere Agenturen an dem Briefing beteiligt, müssen die Vorgaben vergleichbar sein. Nur so können Sie sich für die passende Werbeagentur entscheiden.

The timeframe must be realistic.

Many companies want their projects to be implemented quickly and don't want to get bogged down in bureaucratic details. However, these are essential for a smooth process. That's why it can take up to two months between the briefing and the start of the project. But then all obstacles are out of the way and important questions have been clarified. You need to describe the marketing and communication goals thoroughly so that everyone understands where the journey is headed. Get sufficient feedback from all sides, including employees who are not directly involved in the project group.

Checklist for the perfect briefing:

• What is the task at hand?
• Description of the current situation
• Are the project goals specific and measurable?
• Which target group should the company address?
• Technical requirements, interfaces, IT systems
• A set time frame
• Background information about the company

Data protection and confidentiality

Since you are sharing your internal data with another company, it makes sense to sign a non-disclosure agreement (NDA). If possible, make the data available on an internal server or via secure data connections. Also consider data protection regulations, as the marketing agency must be protected against unauthorized use of their services. If you wish to use individual components, the agency should agree. These include photos, videos, music, and slogans. Pure ideas that have not yet taken shape are not protected. Specific details can be outlined in a presentation agreement. If you are unsure how to proceed, a lawyer can provide advice.

Inviting agencies

You can start looking for the right agency while developing a briefing. This can be done through recommendations, Google, or social networks like LinkedIn or Xing. There are special agency directories online where you can find the right partner for your needs. You should determine whether the agency is genuinely interested in working with you. This becomes clear during the so-called rebriefing, where you engage with the agency’s project consultant. If you’re on the same wavelength, nothing stands in the way of successful collaboration.

Conclusion

The most important aspect of a pitch is fair interaction. Only then can you get the most out of the collaboration. Everything depends on the briefing, which must be well-prepared. This allows agencies to present their proposals in a comparable way. If it’s not a good fit, communicate this fairly—perhaps the agency will be a better match for another project. Advertising agencies also appreciate feedback, as it helps them optimize their presentation processes. Open dialogue between companies can make many things easier. As a full-service agency, we offer comprehensive solutions for your online marketing strategies. Feel free to contact us for a free initial consultation.