Public pitches

AssoComunicazione hopes that, together with current regulations, the following recommendations will be adhered to by public bodies when compiling pitch invitations regarding investments in the advertising communication sector.

1. Make a pre-selection by inviting a certain number of agencies in accordance with legal requirements. Subsequently, call a meeting with each agency that is taking part or has been pre-selected for the pitch in order to provide it with sufficient information and the documentation necessary to handle the project.
2. Provide all the agencies taking part with an identical brief, preferably in writing.
3. Allow the agencies a reasonable amount of time to prepare the campaign project. From experience, it seems that the minimum time an agency requires for the preparation of a suitable presentation is not less than 20 working days.
4. Undertake not to use the ideas proposed by the unsuccessful agencies.
5. Indicate the method and times of payment that will be applied with regard to the agency with which a contract is established.
6. As far as possible limit the number of agencies taking part in the pitch in order to provide an adequate explanation regarding pitch objectives, as well as all the information required to deal efficiently with the proposed project. The number of agencies invited must be decided according to the size of the communication project to which the pitch refers.A high number of participants makes choosing more complex and difficult for the public body, increases costs for the participants, and provides no substantial advantage for the public body itself.
7. Give preference to the ruling option regarding “the most financially advantageous offer”, which is evaluated on the basis of different parameters that can be changed according to the selection criteria as indicated in paragraph b), art. 23, Law Decree No. 157 of 17.3.1995:
   • technical merit
   • quality
   • aesthetic and functional features
   • after-sales service
   • technical assistance
   • delivery or preparation times
   • price

   Indicate the weight to be given to each of the evaluation parameters listed above.

8. Except where legally required, avoid any proviso regarding caution money and/or guarantees in invitations to pitch. The best guarantee that a public body can have lies in the use of appropriate methods for selecting the agency most suitable for the job in question. Caution money and/or guarantees used as a deterrent give moderate, unreliable results and will only increase the prices quoted in the pitch.
9. Establish a technical commission consisting of professionals from the advertising communication sector who have the power and relevant responsibilities for handling the pre-selection of the agencies and for evaluating the advertising campaign projects presented by the agencies.