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Crafting the Perfect Pitch

UBA and ACC recently conducted an extensive study on pitches in Belgium. One of the questions asked to the 62 agencies that responded to the survey was: "What is needed for a POSITIVE pitch experience?"

Image created by Dall•E

The pitch process stands as a critical juncture where agencies and clients converge to explore potential collaborations. Yet, navigating this phase can often feel like traversing a minefield, fraught with uncertainties and high stakes. Drawing from this comprehensive survey, this article delves into the essentials of a positive pitch experience, articulating the collective voice of industry professionals who demand clarity, transparency, and fairness throughout the pitching journey.

The Keystone of Clarity

At the heart of a fruitful pitch lies the need for detailed information. Respondents emphasised the importance of understanding the nuances of contracts, especially in public tenders where obligations are asymmetrically distributed. A clear budget accompanied by definable KPIs and explicit goals was identified as non-negotiable, setting the stage for a pitch grounded in reality rather than ambiguity.

Transparent Processes and Expectations

Transparency emerged as a recurring theme, underscoring the necessity for openness regarding objectives, budgets, and the selection of participating agencies. The sentiment was clear: a maximum of 3 to 4 agencies should be invited, depending on the budget, to ensure a focused and manageable competition. Moreover, a minimum preparation time of three weeks was deemed essential, with a preference for 4 to 6 weeks for larger projects to foster the creation of realistic and compelling content.

Communication and Compensation: The Twin Pillars

Open and honest communication was championed as the backbone of a successful pitch. This includes a transparent dialogue about the budget, the rationale behind agency selection, and the provision of detailed feedback. Equally important is the call for fair compensation, acknowledging the efforts and resources invested by agencies in developing their pitches.

A Partnership Approach

The survey responses highlight the desire for a more collaborative and respectful approach to pitching. This encompasses a variety of facets:

- Chemistry meetings: Before diving into the specifics, a mutual understanding between the agency and client are pivotal. Such meetings should not only reveal the agency's credentials but also afford a glimpse into the client's expectations and ethos.

- Live briefings: A live, detailed briefing session is preferred over document-based communications, providing a platform for immediate clarifications and fostering a more personal connection.

- Presentation opportunities: Agencies crave the chance to present and elucidate their proposals directly, arguing against the impersonality of email submissions.

Setting the Scene for Success

Managing expectations from the outset is crucial. This involves a clear articulation of the pitch content, evaluation criteria, and the overarching vision of the campaign or marketing effort. Moreover, a structured and transparent decision-making process, coupled with timely feedback, is vital for maintaining the integrity and respectability of the pitch process.


The insights from the survey paint a picture of an industry yearning for a revolutionised pitch experience—one that is anchored in clarity, transparency, and mutual respect. The message is clear: the path to a successful partnership begins with a well-structured pitch process, where expectations are clear, communication is open, and the efforts of all parties are recognised and valued.

PitchPoint is dedicated to streamlining your pitch process efficiently and effectively. We connect you with agencies that grasp your unique needs and foster enduring partnerships, maximizing your marketing investment. For a no-obligation conversation, reach out to


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