Make your marketing monumental by finding the right agency, the right way

Confession. I love pitches.

The problem with pitches

But let's start with the downsides. Pitches often get a bad rep these days. As with many maligned tools, it's not that they're a problem. It's that they're mishandled so often.

Hiring a PR, marketing, digital or creative agency should be exciting. It’s the start of something new: fresh ideas, bold campaigns, and a partner to help you grow. But too often, the process of finding that partner is exhausting.

And can leave a bitter taste in the mouths of many involved. That's a reputational risk as well as an operational one.

Briefs can feel vague. Or too broad. Or too short term. Or misunderstood. Or expensive. Or the ask is too big. Shortlists feel random. Agencies pour weeks of time and creative energy into proposals, only to be told “we loved it, but…” Or even worse, that the work isn't going ahead, or is going to be delivered internally. Meanwhile, in-house teams spend months wading through decks that can’t be compared like-for-like.

It’s a broken process — and it costs everyone.

The hidden cost

When a pitch goes wrong, nobody wins.

• For companies, it’s wasted hours, unfocused proposals, and the risk of choosing an agency that isn’t quite right.

• For agencies, it’s demoralising: burning through resources they don’t have, with nothing to show for it.

I’ve seen too many brilliant ideas lost, not because they weren’t good enough, but because the process wasn’t set up for success.

Why I love pitches

Why pitches work for organisations/brands

Why pitches work for agencies

Better fit, faster – they don’t waste months comparing “apples and oranges,” they find an agency aligned with their needs. Reduced risk – a structured, criteria-based process helps avoid hiring on instinct or the “shiniest” pitch, which often goes wrong later. Clarity and confidence – a tight brief and clear scoring framework mean stakeholders feel aligned and decisions are easier to defend internally. Time saved – less back-and-forth, fewer wasted meetings. Their team can focus on core work while you manage the process. Stronger partnerships – when the start is fair and transparent, trust is built early. That leads to smoother collaboration and better long-term outcomes. Reputation boost – companies known for running respectful, fair pitches are more attractive to the best agencies.

Fair shot at winning – clear briefs and criteria mean they’re judged on the right things, not politics or gut feel. Respect for resources – no ridiculous hoops, last-minute requests, or unpaid “spec work” that drains teams. Transparency – they know what the company actually values, so they can put forward their best case. Motivation and morale – pitching becomes energising, not demoralising, when they feel it’s fair. Long-term value – winning agencies that are chosen through fair processes often stay longer and build deeper, more profitable relationships. Reputation boost – being part of a well-run pitch gives them confidence to keep engaging with that sector/client in the future.

What a fair pitch looks like with external consultancy

A good pitch process doesn’t just save time, it builds trust. It gives companies the clarity they need, and agencies the space to do their best work.

At its core, a fair pitch has four ingredients:

1. A clear, tight brief – everyone knows the scope, budget, and goals from the start.

2. A realistic longlist – only agencies who genuinely fit the need are invited.

3. Transparent criteria – everyone understands how decisions will be made.

4. A respectful process – timeframes and requirements are fair to both sides.

When these are in place, the right partnership almost picks itself.

Proof it works

My first consultancy job after graduating was running a PR agency pitch for a London tech company. I helped them shape the brief, define the scope, build a longlist, and design the process from start to finish.

The result? They found the right partner. The agency and tech company worked together for years — through multiple organisational changes — and the people involved continued to collaborate long after. 15 years later and they're still creating strong work together. Now that's a strong relationship (insert you get less for murder joke).

That’s what happens when you start with a fair pitch: you don’t just hire an agency, you build a partnership.

The Monument solution

That’s why I want to help you with the Monument Marketing Pitch Consultancy.

It’s a one-off service designed for companies looking to hire a PR, marketing, digital or creative agency. I run the process for you, start to finish:

• shaping the brief

• building the longlist

• setting the criteria

• running the process and beauty parade

The result:

• Companies get the right agency, without the stress.

• Agencies get a fair shot, without burning out.

Everyone wins.

Let’s make your next pitch monumental

If you’re planning to hire an agency next year, let’s make it monumental.

📅 Book a 15-minute fit call to see how Monument can run your pitch and help you find the right partner, the right way.

One monumental moment

The best partnerships don’t start with a pitch battle. They start with a fair process that gives everyone a chance to do their best work.