In brief Creative services can be procured in a procurement-compliant way. A robust agency pitch needs a clear briefing, quality criteria related to the contract, equal conditions, an expert jury, a comparable price structure and transparent documentation. What is standardised is not the ideas, but the conditions for comparing them fairly.
What is actually being procured with creative services?
Public contracting authorities procure brand strategies, campaigns, design, content, social media, media, market research or events. These services combine analysis, strategy, design and implementation. What matters is whether the proposed team grasps the problem and implements a solution under real conditions. The pitch concept is important evidence of this, but not the entire subject of the contract.
The twelve steps
1. Clarify the subject of the contract
A campaign, a brand strategy, ongoing content or a longer-term agency relationship? This determines what becomes a minimum requirement, an award criterion and a later contractual service. For recurring services, a framework agreement may be suitable. However, it needs clear call-off rules, quantity structures and pricing logic.
2. Choose the procedure
The type of procedure and its stages must fit the contract and be defined transparently from the outset.
3. Invite the right agencies to compete
A two-step pre-selection has proven effective. Agencies apply with credentials: references, competencies, proposed team. Six to eight suitable applicants are invited to chemistry meetings, then three to four to the pitch.
4. Hold chemistry meetings
“Chemistry” is not a licence for personal liking. What counts are questions related to the assignment: How does the team handle comparable tasks? How does it organise quality assurance and responsibility?
5. Write a complete briefing
Briefing means brief, not thin. It covers at least the task, the client, the brand, objectives, target groups, deliverables, budget, timing, jury and criteria, price structure, presentation format and annexes. Each point is answered or explicitly marked as open.
6. Allow enough time
From briefing to presentation, four to six weeks is a good guide. Complex tasks need more.
7. Define quality criteria
“Creativity” alone is too thin. Specific dimensions such as understanding of the task, strategic logic, relevance, brand fit, feasibility and team are sound. Award criteria for creative services
8. Make prices comparable
Hourly rates say little if seniority, correction rounds, third-party services and usage rights are treated differently. A standardised price sheet with a described scenario creates comparability.
9. Assemble an expert jury
The jury needs the right competencies, not as many people as possible. External experts can reveal blind spots, provided their independence has been checked.
10. Design the pitch as a process of discovery
Rebriefing, workshop and presentation follow the same rules for everyone. For a comprehensive 360-degree campaign, 90 minutes for presentation and questions have proven effective. Only jury members who have followed all presentations in full are counted in the evaluation.
11. Pay for special work
If special work is required for the offer, Section 130 BVergG 2018 requires appropriate remuneration. The pitch fee
12. Document transparently and start well
The decision must also be understandable to outsiders who were not present at the jury session and presentation. And after the award, the real work begins: the pitch must turn into a functioning collaboration.
Checklist for contracting authorities
- Is it clear what is being procured: a solution, a team, a way of working or an ongoing service?
- Are all bidders working on the same basis?
- Are suitability, award and contract performance clearly separated?
- Are the quality criteria specific and provided with evaluation anchors?
- Are price assumptions, scope of services and rights comparable?
- Do the agencies have sufficient time and, where applicable, appropriate remuneration?
- Is the jury expert, manageable and the same throughout the entire procedure?
- Can an outside expert follow the decision on the basis of the file?
Frequently asked questions
Can creativity be evaluated objectively at all?
Not in the sense of a measurement. But procurement law does not require artificial objectivity either. It requires criteria announced in advance, applied with reference to the contract, and documented considerations.
How many agencies should pitch?
As a rule, three. If the incumbent agency takes part in the pitch, four. More increases the effort on both sides without improving the decision.