LSA and SWA Publish Pitch Guidance for Switzerland
For the first time, the Swiss communications industry is getting common guidelines for agency pitches: With the new «Pitch Guidance,» LSA and SWA are establishing a common industry standard for fairer, more efficient, and more transparent selection processes—thereby addressing long-standing criticism regarding the time and effort involved, a lack of transparency, and a lack of standardization.
With the newly published «Pitch Guidance,» LEADING SWISS AGENCIES and the Swiss Association of Advertisers (SWA) For the first time, a joint industry standard for conducting agency pitches. The goal is to make selection processes fairer, more efficient, and more transparent—and thereby improve a process that often involves considerable effort for both clients and agencies.
Common Guidelines for an Often-Criticized Process
In the communications and marketing industry, pitches are a standard tool for selecting agencies. At the same time, they have been the subject of criticism for years: they are too complex, too costly, and do not always focus sufficiently on criteria relevant to decision-making.
The new guidance addresses precisely these issues and is aimed at both sides of the market—clients and agencies alike. It offers specific recommendations on key aspects of the pitch process, including the quality of the briefing, the number of participating agencies, potential expense reimbursements, evaluation criteria, and the handling of intellectual property.
Industry associations are pulling together for the first time
With this joint publication, LSA and SWA are taking their first coordinated step. Both organizations bring different perspectives to the table—LSA as the representative of leading agencies, and SWA as the voice of clients. This creates a framework that deliberately takes both interests into account.
The guidance is not intended to be a binding set of rules, but rather a practical guide and a common foundation for more professional collaboration in the market.
LSA President Andreas Hugi emphasizes the importance of a coordinated approach:
„Pitches tie up enormous resources on both sides. With this guidance, we’re creating a framework that makes the selection process fairer and more efficient for both clients and agencies. The fact that we’re doing this together with the SWA sends a strong signal to the industry.“
SWA President Jan De Schepper also emphasizes the benefits of the new recommendations:
„A good pitch conserves resources, promotes sound decision-making, and strengthens trust between clients and agencies. These shared guidelines thus make an important contribution to a healthy and sustainable Swiss advertising market. That is why the SWA wholeheartedly supports the new pitch guidance.“
Alternative models were explicitly taken into account
In addition to traditional pitch structures, the guidance also includes recommendations for alternative forms of agency evaluation. The aim is to make it clear that a pitch is not always the most appropriate method and that, depending on the situation, it should be determined which selection model offers the greatest benefit.
Available now
The «Pitch Guidance» is now available free of charge in the download section of both associations’ websites and is intended to serve as a guide for clients and agencies throughout Switzerland.
