Decisions on selecting an agency are often made within short timeframes, but their consequences shape relationships, market dynamics and business results for years to come. This is why the selection process ceases to be an operational formality and becomes a strategic issue.
Through HURA Intelligence Hub, the Guide for Agency Selection has been presented, together with its shortened version, with the aim of bringing more clarity and accountability into one of the key processes of the communications market. The document is based on globally recognized guidelines of World Federation of Advertisers and VoxComm, which bring together advertisers and agencies at the international level.
It is a framework of best practices already applied in developed markets, now for the first time systematically translated and adapted to the regional context. Through the work of the Working Group for tenders and client education, the guide has been further structured and condensed, with contributions from experts across different parts of the industry. The shortened version thus gains the function of an operational tool, rather than just a theoretical document.
Data from a 2025 survey among HURA members clearly shows the scale of the issue. The cost of an agency participating in a single tender in Croatia ranges between 1,000 and 5,000 euros, while at the European level, annual investments in pitch processes reach up to 650,000 euros. The question of efficiency of existing models is no longer peripheral, but directly impacts market sustainability.
The Guide is designed as a set of concrete recommendations for everyday work. It does not focus only on the tender itself, but also on the phases that precede and follow the decision-making. The focus shifts towards the quality of preparation, clarity of expectations and the evaluation process.
If an advertiser decides to initiate a tender, the recommendation is to limit the number of participants to four agencies, including the incumbent, following a 3+1 model. A key element is a well-prepared brief that clearly defines objectives, challenges, budget and selection criteria. Internal alignment within the organization is emphasized as a prerequisite in order to avoid changes in direction during the process.
Operational elements are equally important. Realistic timelines, space for questions and sufficient time for developing solutions are positioned as standards. Evaluation should not be reduced to the final output alone, but should also consider ways of thinking, strategic approach and potential for long-term collaboration. In that sense, it is also recommended to consider compensation for agency participation, as a step towards a fairer and more professional relationship.
The phase after the pitch is treated as an integral part of the process, rather than its formal conclusion. Timely and high-quality feedback to all participants directly impacts the advertiser’s reputation and the quality of future collaborations.
With the publication of the Guide, clearer frameworks are being set for more structured processes and more transparent decision-making. The focus shifts from ad hoc approaches to systematic management of one of the key moments in the communications chain. On the project, on behalf of the Working Group for tenders and client education, participated Marina Bolanča, Luka Duboković, Anamarija Hrvoić Đurić, Ivica Skočić, Ružica Ilak, Dragana Josipović and Sanela Seferagić.
The advertising industry has been signaling the need for change for some time. Existing pitch models are often non-transparent and operationally inefficient, while expectations of results continue to grow. An increasing number of advertisers and agencies are seeking more sustainable collaboration models based on clear rules and trust. Through initiatives of HURA Intelligence Hub and the gathering of experts at relevant industry events, including Dani komunikacija, Zagreb Design Week, SOMO Borac, KOMferencija and Weekend Media Festival, this shift is becoming more clearly articulated.
This Guide comes as a concrete step in that direction.
