Step by Step Process
A typical agency pitch flow:
Decision to Pitch
Presentation Build
Research & Discovery
Creative Development
Win or Loss
Pitch Day
03
12
09
02
01
05
07
04
08
10
06
11
Pitch Kickoff (Internal)
RFP Issued
Media & Connections Planning
Strategy Development
Rehearsals
Follow-Up
Creative Development
Creative teams develop:
- Early concepts
- Taglines
- Storyboards
- Mood boards
- Manifesto films
- Prototype mockups
- Key visuals
Not final work, just polished enough to show the idea.
Pitch Day
Agency presents to the client:
- Live or virtual
- Usually 60–120 minutes
- Often includes chemistry checks and Q&A
- Client evaluates strategy, creativity, and team fit
Nerves, adrenaline, and high stakes.
Media & Connections Planning
If relevant, the media team builds:
- Recommended channels
- Target audiences
- Sample budget allocations
- High-level media rationale
Shows how the idea reaches the right people.
Rehearsals
Teams practice:
- Hand-offs between speakers
- Storytelling delivery
- Slide timing
- Q&A responses
Good pitches are rehearsed. Great pitches are rehearsed A LOT.
Follow-Up
After the pitch:
- Agencies send additional materials
- Answer follow-up questions
- Clarify thinking
- Provide costs or revisions
This phase can sway the decision.
Presentation Build
Everything comes together:
- Narrative flow
- Visual layout
- On-brand design
- Speaker roles
- Time checks
The pitch deck becomes a “show” more than a presentation.
RFP Issued (Request for Proposal)
The client sends an RFP or invites select agencies to pitch. This document outlines:
- The business challenge
- The scope of work
- Budget range
- Timeline
- Requirements for the pitch
This is the official “we’re looking for a partner, show us what you can do” moment.
Pitch Kickoff (Internal)
If the agency accepts:
- Leadership sets strategy
- Pitch team is assembled (Strategy, Creative, Media, Production, Accounts)
- Roles and workstreams are defined
- Timelines are created
Strategy Development
The team builds a strong strategic foundation:
- Problem definition
- Audience POV
- Key insights
- Strategic narrative
- Measurement approach
Strategy sets up Creative and Media for success.
Win or Loss
Client makes a decision:
- One agency is awarded the business
- Others receive a polite “thank you”
Ideally, the client provides feedback, but not all clients do. Winning a pitch can reshape an agency. Losing one can be a learning moment.
If your agency wins
- Scope of work finalized
- Fee negotiations
- Legal review
- Kickoff meeting
- Transition from pitch team → working team
Decision to Pitch
Agencies evaluate whether the opportunity is worth pursuing:
- Does it align with our expertise?
- Is the budget realistic?
- Do we have capacity?
- Is the client a good cultural fit?
- Can we win?
Not all RFPs are worth chasing. Some agencies walk away.
Research and Discovery
Teams dig in:
- Market and competitive analysis
- Audience insights
- Cultural trends
- Brand and category research
This phase shapes the thinking behind the pitch.
INH- Step by Step Process
Sean McGlade
Created on March 17, 2026
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Transcript
Step by Step Process
A typical agency pitch flow:
Decision to Pitch
Presentation Build
Research & Discovery
Creative Development
Win or Loss
Pitch Day
03
12
09
02
01
05
07
04
08
10
06
11
Pitch Kickoff (Internal)
RFP Issued
Media & Connections Planning
Strategy Development
Rehearsals
Follow-Up
Creative Development
Creative teams develop:
Not final work, just polished enough to show the idea.
Pitch Day
Agency presents to the client:
Nerves, adrenaline, and high stakes.
Media & Connections Planning
If relevant, the media team builds:
Shows how the idea reaches the right people.
Rehearsals
Teams practice:
Good pitches are rehearsed. Great pitches are rehearsed A LOT.
Follow-Up
After the pitch:
This phase can sway the decision.
Presentation Build
Everything comes together:
The pitch deck becomes a “show” more than a presentation.
RFP Issued (Request for Proposal)
The client sends an RFP or invites select agencies to pitch. This document outlines:
This is the official “we’re looking for a partner, show us what you can do” moment.
Pitch Kickoff (Internal)
If the agency accepts:
Strategy Development
The team builds a strong strategic foundation:
Strategy sets up Creative and Media for success.
Win or Loss
Client makes a decision:
- One agency is awarded the business
- Others receive a polite “thank you”
Ideally, the client provides feedback, but not all clients do. Winning a pitch can reshape an agency. Losing one can be a learning moment.If your agency wins
Decision to Pitch
Agencies evaluate whether the opportunity is worth pursuing:
Not all RFPs are worth chasing. Some agencies walk away.
Research and Discovery
Teams dig in:
This phase shapes the thinking behind the pitch.