Pitch Evaluator


While agencies appreciate the opportunity to present their business proposition to prospective clients, pitching requires significant investment in time and resources.

Agencies should have an opportunity to assess whether or not a prospective pitch is worth committing to by evaluating different aspects of the pitch against WFA/EACA best practice pitch recommendations.

EACA is offering this Pitch Evaluator for agencies from across Europe to do just that. The Evaluator has initially been developed and implemented in Italy by ASSOCOM.

This is a beta version, for now only available in English. Please send any feedback to info@eaca.eu.

The Pitch Evaluator

The Pitch Evaluator is a tool which agencies can use to evaluate whether participating in a specific pitch is reasonable taking into consideration:

  • the level of the client’s commitment
  • the comprehensiveness and thoroughness of information provided to the agency
  • the potential financial benefits/consequences of participating

How does it work?

Ultimately, it is the agency’s decision whether they want to participate in a pitch or not. The Evaluator is there to help agencies assess the risk level in a more structured way.

Sets of questions

There are 3 sections to the Pitch Evaluator, each using weighted scores which taken together provide a percentage estimate of the risk associated with the pitch. The lower the percentage, the greater the risk.

Welcome to your Pitch Evaluator

Client commitment0%

The client became acquainted with the agencies’ credentials before inviting them to the pitch

The decision-makers will be present at the briefing

The decision-makers will be present at the pitch

The work requested to generate outputs is commensurate with the time available

The number of participating agencies is disclosed

The names of participating agencies are known

The available budget is disclosed

The unsuccessful agencies are offered payment

Comprehensiveness and thoroughness of information0%

The objectives of the pitch are clear

The requested outputs are clear

The evaluation criteria are clear

The necessary information for setting up a proper budget is provided

A budget template is provided

It is possible to interact with the client in order to understand the brief better (personal briefings, tissue meetings etc.)

Potential financial benefits/consequences0%

How many agencies will participate in the pitch?

What is the net annual revenue from the project/campaign

What is the duration of the contract?

What is the agency’s investment in the pitch?

Is compensation for participating in the pitch foreseen?


In which country is the pitch taking place?

What is the nature of the pitch?

If you choose to submit your responses, EACA will save and keep the data securely and treat it in strict confidence. Please note we do not know your identity nor that of your agency. The data will be used to gain valuable insights about pitching practices in Europe, which EACA can use to better argue for the agencies’ case.