What is the IDEA Pitchcode?

The events industry had long lacked uniform ground rules for pitches. That led to situations nobody wanted. Twenty agencies invited to a pitch without a fee. A brief of two lines. And as feedback, a message: ‘we are going in a different direction’.

Agencies invested hundreds of hours in concepts that were never realised. Creative ideas disappeared into a drawer. And clients ended up with a stack of proposals they could hardly compare. One pitch was seriously developed, another a fleeting exploration.

The IDEA Pitchcode emerged from a need for professionalisation. The industry recognised that a fair pitch process is better for everyone. Clients get better proposals. Agencies can invest responsibly. And the collaboration begins (if you are chosen) on a basis of mutual trust rather than resentment.

That last point is perhaps the most underestimated. An events agency can tell during the pitch itself whether you are serious. Whether you respect the ground rules and acknowledge the investment. That agency starts with more energy. And you see that energy reflected in the event.

The Pitchcode is not statutory law. It is an industry standard: a deliberate choice by agencies and clients to deal with each other professionally. Agencies that opt out exist too. But when you choose an agency that works to the Pitchcode, you are choosing professionalism and transparency. And that is exactly what you want when you organise a corporate event.

The IDEA Pitchcode contains concrete guidelines. No vague intentions, but practical agreements on what a pitch looks like.

A maximum of three agencies. More than three agencies in a pitch leads to too much investment for too small a chance. The Pitchcode advises a maximum of three selected agencies. That asks you, as the client, to make a sharp pre-selection. Choose agencies that truly fit your brief, your organisation and your budget, not everyone with a nice website.

A proper brief. Agencies can only make a good proposal if they know what you want. The brief must be concrete: audience, objective, budget, date, venue requirements and the story behind the event. A brief of one A4 produces one A4 as a proposal. Read also our article on writing a strong pitch document →

Reasonable preparation time. Two weeks for a fully developed concept is too little. The Pitchcode refers to a reasonable timeframe: in practice this means a minimum of four weeks for a serious event.

Pitch fee. This is the most discussed element of the Pitchcode. Agencies developing serious concepts invest dozens of hours. A fee is recognition of that investment. More on this further on.

Feedback afterwards. Every agency that took part deserves a proper response. A message like ‘we are going with another party’ is not enough. What does an agency deserve? What appealed to you and what was missing? And what tipped the balance? That feedback helps agencies grow. And it gives the collaboration (which might still begin later) a respectful foundation.

The answer: as few as possible. That sounds counter-intuitive, but it is true.

Many clients think more agencies means more choice. In practice it means: more irrelevant proposals, more time spent comparing, and more agencies working for nothing. That is not fair, and it does not get you a better pitch either.

The IDEA Pitchcode advises a maximum of three agencies. That forces you into a sound pre-selection. Ask yourself in advance which agencies truly fit. Not only your brief, but also your organisation and culture. Experience with this type of event is essential.

A good way to test that: have an exploratory conversation with each agency before you invite them to pitch. No preparation needed from the agency side: an hour to feel whether the click is there. That way you save everyone unnecessary investment if the chemistry is not there.

At Live Impact we always have that conversation. We want to know what you really want, and you should know how we think and work. If the conversation feels good, we go all in on the pitch. If the match is not there, we say so openly. Then we both save time.

Practical approach: start with a longlist of five to eight agencies. Have exploratory conversations with four or five. Invite a maximum of three for the actual pitch. Then you know that every proposal is serious and that you are comparing like with like, not apples with pears.

A pitch with two agencies is fine too, by the way. Sometimes the pre-selection is so clear that you know it comes down to two parties. Then you do not need to invite a third to create a frame. Quality over quantity.

The pitch fee is the most discussed (and most avoided) element of the IDEA Pitchcode. Many clients get a fright. But let the concept land for a moment.

For an event of €80,000 to €150,000, an agency easily invests 40 to 80 hours in a proper pitch. That is two working weeks of an experienced event manager. If three agencies take part and no one receives a fee, the industry collectively works 120 to 240 hours for free. Per pitch. That is not sustainable.

A pitch fee compensates for that investment, in part. The common fee in the industry lies between €1,500 and €5,000 per agency. The amount depends on the size of the event and the depth of the pitch requested. For large, complex briefs this can be higher. The amount is offset against the engagement if you choose the agency.

For you as the client, a pitch fee has a direct benefit: agencies that know their effort is acknowledged go further. They invest more in research, in developing concepts and in tailoring their proposal to your specific organisation. You get more (and better) input.

A pitch fee also works as a filter. If you are willing to pay for the pitch, that invites serious agencies. Agencies that are not serious drop out. And that is exactly what you want. You do not want six proposals four of which were assembled in two hours. You want three proposals that really matter.

Practically: agree the fee in advance. State it in your brief. Put it in the invitation. That way agencies know upfront what they are getting into and what to expect. No surprises afterwards.

We work to the IDEA Pitchcode. Not because it is required, but because it works. A fair pitch process produces better collaboration, and better events.

What does that mean in practice? When we are invited to pitch, we always ask about the ground rules. We want to know how many agencies are taking part, whether there is a pitch fee and whether a proper brief is in place. Those are not awkward questions, they are the right questions. They determine whether we can go all in.

If the conditions are not right, we say so. Sometimes that is: ‘We would rather not take part in a pitch with eight agencies and no fee.’ Not because we are arrogant, but because we know such pitches do not produce good concepts, for anyone. And a mediocre concept does not serve you.

If the conditions are right, we invest fully. Then we develop a concept that fits your organisation, your audience, your budget. Then we think about the experience, the programme, the venue, the story behind the event. And then we show what Live Impact can do.

The Pitchcode is a starting point for us, not an end point. We go further than the minimum requirements. We are transparent about our approach, our rates and our way of working. And we always give candid feedback to clients who want it, even when we are not chosen.

Perhaps you are unsure whether your pitch process meets the Pitchcode. Or want to know how such a pitch works with us in practice? Get in touch. We are happy to think along, even before the formal brief.

A pitch is the first step towards a good event. When the pitch process is in order (fair, transparent, with the right ground rules), the collaboration starts strong. And you see that reflected in the result.

Live Impact is happy to take part in pitches that meet the IDEA Pitchcode. We take the time for a concept that truly fits. We are candid about what we can and cannot do. And we deliver a proposal you can actually use, even when you ultimately choose someone else.

Want to know more about how we handle pitches, or spar about your event without a pitch and without pressure? Get in touch at hello@live-impact.nl or via the contact form on our website. We respond within one working day.

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