WFA/EACA guidelines on client-agency relations and best practice in the pitch process

This document provides guidelines for both parties, the agency and the client, on how organize, conduct and conclude a pitch process leading to a new client-agency relationship. These are guidelines – not rules. They will hopefully provide helpful advice, both regarding the general principles and on points of detail. Although this paper was prepared with multi-country assignments in mind, it should also be useful as a roadmap where the pitch is in just one country, especially where no existing guidelines and procedures have been developed and approved by that country’s national association. In situations where national guidelines exist, these should naturally be respected and followed.


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