How to Run a Media Agency Pitch in 6 Steps?

Running a successful media agency pitch is a complex and high-stakes process.

With your brand's growth and positioning on the line, it's crucial to ensure that your media pitch process is operating at its full potential.

At Abintus, with over 40 years of high-level experience, we have identified the 30 crucial tasks, across six distinct steps, that make up a solid media agency pitch process.

This unique process has been developed and refined over time, iterating with clients in different markets to achieve the best possible outcomes.

It is designed to make the process smooth and flexible for media agencies while being effective and enjoyable for you.

In this article, we'll reveal the secrets of our successful media agency pitch process.

What is a Successful Media Agency Pitch?

For advertisers, a media agency pitch is more than just a series of meetings to select a suitable agency; it's a strategic move to elevate advertising performance and extract unparalleled value for your brand.

A media agency pitch is your chance to get ahead of the curve. It's about forging a partnership with the most fitting media agency, securing a top-tier media agency contract, and obtaining firm guarantees for competitive media prices and unparalleled media quality.

It's about ensuring that you have the industry's best professionals dedicated to your account, individuals who not only offer exceptional service but also possess a deep understanding of your brand and market dynamics.

But the real clincher? Commitment. The ideal media agency will pledge to deliver on their promises, and should they fall short, they'll bear financial penalties.

The stakes are high, and the rewards are substantial. However, the success of a media agency pitch is contingent upon the application of best practices and seasoned expertise. Without these, the pitch risks becoming a mere exercise in agency selection, devoid of tangible financial gains and concrete commitments.

This is where the role of a best-in-class media agency pitch process becomes invaluable. It will help you get the maximum benefits from the exercise, transforming it from a routine selection procedure into a strategic initiative that promises long-term rewards.

Our Secret Formula for Success

At the heart of our media agency pitch process lies a unique approach that sets us apart from the traditional methods used by most advertisers.

The conventional approach involves running the pitch process, selecting the preferred agency, awarding the business, and only then starting work on the contract. This method is flawed and often results in advertisers ending up with a poor media agency contract or one that is never signed.

Our secret formula is to put the media agency contract at the forefront of the process rather than at the end. We work on the media agency contract early on, ensuring it is balanced and includes all the best practices used by the top global advertisers.

This media agency contract template then becomes a means to go from a media agency long list (8-10) to a media agency shortlist (4-5). Only agencies that have pre-agreed 'to an extent' to your media agency contract template (excluding commercial conditions) will be shortlisted and receive the RFP (request for proposal).

The key benefit of this approach is that it will be significantly easier later in the process to finalise and sign the contract with the preferred agency.

By putting the contract at the forefront, you ensure that the foundation of your relationship with your new media agency is built on a solid, transparent, and mutually beneficial agreement.

This innovative approach has been proven to deliver better outcomes for our clients, and it's just one of the many ways we differentiate ourselves from the competition.

Our 6 Key Steps

Our media agency pitch process is divided into six distinct steps, each designed to ensure a smooth, efficient, and successful outcome.

Step 1: The Preparation Phase

The first step is all about setting the foundation for a successful media agency pitch.
In this phase, you'll need to focus on defining clear expectations, establishing a well-structured timeline, and identifying the key stakeholders who will be involved throughout the process.
You'll also need to develop a comprehensive set of documents and templates that will serve as the basis for the entire pitch, ensuring that all parties involved have a clear understanding of the requirements, criteria, and protocols.
By laying this groundwork, you'll be setting the stage for a smooth and efficient pitch process.

Step 2: The Baseline Collection Phase

The second step focuses on gathering essential information that will serve as a benchmark for evaluating the potential benefits of the media agency pitch.
During this phase, you'll need to engage with your incumbent agencies to collect data on your current media prices, agency remuneration, cash rebates, and digital media technical costs.
This information will be crucial in identifying areas where savings can be achieved and setting realistic expectations for the pitch outcomes.
By establishing a clear baseline, you'll be well-positioned to measure the success of the pitch and demonstrate the value of the process to your organisation.

Step 3: The Agency Shortlist Phase

The third step is where you'll transition from a long-list of potential media agencies to a focused short-list of the most promising candidates.
During this phase, you'll engage with the long-listed agencies by sharing your Media Agency Contract Template and requesting their feedback and comments within a specified timeframe.
This unique approach allows you to gauge each agency's willingness to align with your expectations and requirements from the outset.
By carefully reviewing and scoring the agency responses, you'll be able to identify the top contenders who demonstrate the best fit for your organisation.
This phase is crucial for narrowing down your options and ensuring that you move forward with a strong pool of candidates who are well-suited to your needs.

Step 4: The RFP Phase

The fourth step is where the excitement begins, as you'll finally have the opportunity to see the shortlisted agencies in action.
During this phase, you'll send out your comprehensive Request for Proposal (RFP) to the selected agencies, inviting them to showcase their expertise and propose solutions tailored to your specific needs.
This phase will involve numerous meetings and a significant amount of information to process, but it will also provide valuable insights into each agency's capabilities and creative ideas.
Throughout the RFP phase, you'll engage in chemistry meetings, assess written submissions, and attend pitch presentations, all designed to help you evaluate the agencies based on predefined criteria.
By the end of this phase, you'll have a clear understanding of which agencies stand out as the top contenders, setting the stage for the final decision-making process.

Step 5: The Decision Phase

The fifth step is the moment of truth, where you'll select your preferred media agency based on the predefined scoring methodology.
During this phase, you'll engage in extensive negotiations with at least two finalist agencies, leveraging the competitive offers to secure the best possible terms for your organisation.
It's crucial to maintain confidentiality throughout this process, as no winner can be declared until a contract is signed by both parties.
Once you've identified the agency that offers the most compelling package, you'll proceed with finalising and signing the contract.
After the contract is signed by both parties, you'll need to communicate your decision both internally and externally, ensuring that all stakeholders are informed in the appropriate order.
By the end of this phase, you'll have successfully navigated the complex decision-making process and established a strong foundation for your partnership with your new media agency (or with your incumbent agency is you chose to retain them).

Step 6: The Onboarding Phase

The sixth and final step is just as crucial as the others, as it sets the stage for a successful long-term partnership with your new media agency (or with your incumbent agency is you chose to retain them).
During this phase, you'll focus on ensuring that your team is fully aware of the terms and conditions outlined in the new contract, enabling them to maximise the benefits of the partnership.
This phase is all about fostering transparency, clarity, and a shared understanding of expectations between your organisation and the media agency.
You'll engage in a comprehensive contract workshop, which can be conducted face-to-face to familiarise both teams with the relevant aspects of the new contract and eliminate any ambiguity regarding responsibilities and expectations.
By investing time and effort into this onboarding process, you'll lay the groundwork for a productive and mutually beneficial relationship with your new media agency partner (or incumbent agency).

By following these six key steps, your media agency pitch process ensures that you'll select the right media agency partner to help your brand achieve its goals and stay ahead of the competition.

Access Additional Support with our eBook

Now that you've gained an understanding of the six key steps involved in running a successful media agency pitch, you might be eager to dive deeper into the details and access practical tools to help you navigate the process with confidence.

To support you on this journey, we've created a comprehensive eBook that goes beyond the basics, providing you with a wealth of additional materials, guidelines, templates, and how-to guides.

This invaluable resource is designed to empower you at every stage of the pitch process, from preparation to onboarding, ensuring that you have everything you need to secure the best possible contract with your preferred media agency.

Our eBook is packed with insider tips, best practices, and real-world examples, all based on our extensive experience in guiding organisations like yours through successful media agency pitches. You'll find detailed explanations of each step, along with customisable templates and checklists that you can adapt to your specific needs.

Whether you're a marketing professional or a marketing procurement professional, this eBook is an essential companion that will help you save time, avoid common pitfalls, and achieve the best possible outcomes for your organisation.

Don't leave the success of your media agency pitch to chance. Download our comprehensive eBook today and unlock the secrets to a smooth, efficient, and highly effective pitch process.

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About the Author

Philippe Dominois is co-founder and CEO of Abintus Consulting, and Head Coach at the Abintus Academy. He has over 25 years of international media experience, having worked on the media agency side, client side, and media auditing side throughout his career. Philippe has authored hundreds of articles over the years that focus on media management best practices.