Pitch Charters & Procedures
ACC, with UBA and UMA, introduced a unified Pitch Charter for transparent, responsible, and fair pitches across various communication disciplines.
Pitch Charters & Procedures
A UNIFIED PITCH CHARTER FOR ALL COMMUNICATION DISCIPLINES
Promoting respectful pitches has always been a priority for ACC. Over the years, we have found an ally in the UBA with whom we created pitch charters for advertising and event agencies. UBA, ACC, and UMA introduced a new Pitch Charter for all communication disciplines: advertising, content, digital, events, influencer marketing, public relations and even media planning and buying. It promotes transparent, responsible, and fair pitches with a clear set of steps to be followed by clients and by agencies.
HOW TO ENSURE A SMOOTH AND FAIR PITCH PROCESS
Today, many pitching challenges arise because advertisers often lack awareness of best practices, and agencies aren’t always fully prepared when they “get the call.” By partnering from the very start—setting clear rules and expectations—you help everyone stay aligned and avoid misunderstandings down the road.
1. START WITH THE PITCH CHARTER
Before any brief is exchanged, ask your prospect to review the UBA/ACC/UMA Competition Charter and commit to its principles. If they haven’t seen it (especially UBA members at ubabelgium.be), send them the document—along with ACC’s suggestions for fair compensation. This shared foundation ensures transparency, mutual respect, and a clear understanding of the process.
2. SECURE A COMPLETE BRIEF
If the prospect doesn’t yet have a fully developed brief, kindly offer the UBA/ACC Briefing Templates (Tools & Services → Client-Briefing-Templates). A well-structured brief is essential for you to craft a relevant, impactful proposal.
3. RAISE ANY CONCERNS EARLY
Should you notice gaps in information or feel that the prospect isn’t fully transparent, let Petra know immediately (petra@acc.be). She’ll liaise directly to clarify any issues.
SPECIAL NOTE ON GOVERNMENT TENDERS
Public-sector pitches follow stricter regulations, and selection often emphasizes compliance over creative strategy. To streamline these processes, ACC has collaborated with Flemish and Federal authorities to produce Tips for Government Pitches. Feel free to share these guidelines with your contacts in government to help make the tender process more motivating—and more efficient—for everyone involved.
THE 10-POINT CHECKLIST
When you get “the call,” have your Pitch Tips Checklist ready—printed or bookmarked—so you can confidently guide the prospect through each of its 10 points. Walking through these questions together ensures you start on the same page, with clear expectations and a complete brief. It’s a fast, professional way to set the tone for transparency and fairness from the very first conversation.
