Isba has launched a Pitch Consultant Guide that aims to bring greater transparency to pitch consultants’ commercial models.
The guidance forms part of the Pitch Positive Pledge founded by Isba and the IPA, and was created in collaboration with the Alliance of Independent Agencies. It will aid advertisers in making informed decisions when selecting consultants when calling reviews.
Advertisers are encouraged to consider the value, transparency and capability of the consultancy support they receive, not just cost.
In February, VoxComm, the organisation representing agency trade bodies globally, warned that pay-to-play pitches put agency-client relationships at risk.
This type of pitches require agencies to pay an intermediary (either an upfront fee or a percentage of client billings) to be visible in the pitch process, without confirmation of success.
Notably, this risks narrowing the selection field for advertisers if some agencies do not participate in the process. This is especially important when considering the role that pitch consultants have in helping brands identify and select agency partners.
In an effort to support understanding, Isba’s guide has outlined different types of intermediary services and commercial models, including client-funded consultancy, agency-funded services, win fees, as well as pay-to-play rosters.
Pay-to-play pitches risk ‘fair competition’, trade body warns
What brands need to focus on
Advertisers are urged to understand how different commercial models used by pitch consultants can affect agency access, resourcing and selection bias, and consider how this impacts costs, especially in models involving finder’s fees.
There should be a focus on commercial models being transparent, proportionate and tied to outcomes, according to the guidance.
The guide provides a checklist of questions that brands should ask before appointing a consultant, including: What is your revenue model? Do you receive income from agencies to participate in or if they win pitches? How do you ensure impartiality in your recommendations?
These questions aim to create more open conversations and enable brands to choose a consultant whose approach aligns with their needs and values.
Nick Louisson, Isba’s director of agency services, said the guide helps advertisers “ask the right questions and seek transparency”. He noted: “We want to ensure that brands can confidently navigate the pitch consultant landscape and understand how their choices impact agencies.”
Paul Bainsfair, director-general at the IPA, added: “It is of the utmost importance that clients have all the facts they need to know about the business models that can sit behind this once-straightforward process.
“The role of the intermediary can be key to some relationships and it is important that they, and the agencies they work with, are open about how that relationship works.”
