Making the Decision

The marking scheme

The marking scheme

A marking scheme is a very important part of the pitching process especially when it comes to giving agencies feedback. Below is an example of points to consider during the pitch.

  • Quality of the team
  • Strategic planning inputs/process
  • Original creative thinking
  • Evidence of collaboration with other parties
  • Analytics/Ability to interpret data
  • Research/Provide insights
  • Technical expertise and capabilities
  • Media Pricing
  • Negotiating strategy
  • Remuneration
  • Efficient and transparent billing/invoicing
  • Competitive media buying
  • Evidence of benefit of collaboration with other parties
  • Evidence of benefit of collaboration with network/international offices (if applicable)
  • Effective and creative media buying

The marking sheet should be filled in post pitch for each agency in order to help make a decision and to give the agency relevant feedback. You can download a simple marking scheme here.


Contact IAPI

12 Clanwilliam Square, Grand Canal Quay,
Dublin 2, Ireland.
T: 01 676 5991
Hours are 9am - 1pm and 2pm till 5:30pm
(Mon - Thurs) and 5pm (Friday)

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Marketing Institute