WFA and VoxComm launch new pitch principles

Please note that this guide is available to WFA members only. Interested in WFA membership and its benefits? Get in touch with our team at membership@wfanet.org.

WFA has teamed up with VoxComm to launch the new Agency Selection Guiding Principles at an event during the Cannes Lions Festival.

The new guidelines are designed to put people and partnerships at the heart of the process, moving away from the “nuts and bolts” approach of the previous 2019 guidelines, which focused on the mechanics of pitching.

“In a TUNA (turbulent, uncertain, novel, ambiguous) world, our relationship with agencies matters more than ever. A great agency can be a huge engine for growth and brands need that partnership to help them spot opportunities and challenge ideas”, said Stephan Loerke, WFA CEO.

Key changes include:

Shift from Pitching to Partnership: the 2025 guide moves away from traditional pitching to a structured “people-first” model focused on building long-term partnerships and becoming a “client of choice” that attracts and retains top agency talent.

Deeper Relationship Assessment and Issue Resolution: there’s a stronger emphasis on repairing and optimising existing agency relationships before considering a pitch, with formal reviews and considering third-party consultancy involvement.

Broader and More Inclusive Stakeholder Alignment: the latest document requires robust cross-functional stakeholder engagement – including roles like ESG, legal, and IT – and recommends formal alignment tools, ensuring unified decision-making across the business.

People, Wellbeing and Sustainability: the new principles highlight the importance of valuing people’s time, respecting wellbeing, mental health, diversity (DEI), inclusion as well as environmental sustainability throughout the selection and transition process.

Improved Transition and Relationship Management: the 2025 approach introduces more detailed steps for offboarding, onboarding, and ongoing partnership management – including remote onboarding best practices and the encouragement of formal relationship management programmes after selection.

Agencies report spending more than €650,000 annually on pitching activities, with media agencies shouldering costs 50% higher than their creative counterparts. Each pitch alone can cost as much as €43,000, placing immense strain on resources and staff.