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Service 01 · for brands

Find the right agency, not just an agency.

A pitch is a big decision dressed up as a beauty contest. We run it like the strategic process it really is - independent, fair and structured - from briefing to signed contract, so you end up with the partner that truly fits your needs and your culture. And it is not just for big advertisers: we right-size the process for SMEs too, scaled to your budget and ambition.

Powered by PitchPoint · the pitch reference since 2008
In short

What agency selection is, and how it works in Belgium

Agency selection is the process by which an advertiser chooses a creative, media or digital agency. It covers the brief, building a longlist, comparing candidates against criteria set in advance, and negotiating the contract. A pitch is one possible step in that process, not the process itself.

IKAg continues the work of PitchPoint, active since 2008, and weighs candidates against its own database of more than 1200 Belgian and Dutch agencies (as of 2026).

A selection usually runs in four phases. The advertiser first sets out what it needs and what it will decide on. A longlist is then built and narrowed to three to five candidates. Those candidates deliver work or answers, which are weighed against the same criteria. Finally, scope, remuneration and term are fixed in a contract.

The outcome depends more on the brief than on the presentations. A brief that asks for what the company actually needs produces answers you can put side by side. A vague brief produces guesswork, and then the agency that guesses best wins instead of the agency that fits best.

A public tender follows the same logic with stricter formal requirements: the award criteria and their weighting are fixed in advance, and the evaluation is documented.

Also for SMEs

Big-league pitches, right-sized for SMEs.

You don't need a Fortune-500 budget to pick the right agency. We run a leaner, faster version of the same independent, structured process - scaled to your budget and ambition - so smaller advertisers get a fair, professional pitch too.

The questions we answer

Four things that decide the outcome.

A sharp brief

A brief that tells agencies what you actually need - so you compare answers, not guesses.

Longlist to shortlist

Built from our 1200+ agency database, matched on capability, ambition and culture.

Fair evaluation

A structured, comparable process for creative, media, digital and public tenders.

The deal

Contract and remuneration negotiated so both sides start on solid ground.

How it works

A clear path, step by step.

Independent by design: we take no commission from agencies, so the only outcome we optimize for is your best match.

1

Define the need

We pin down what the partner must deliver, and what "right" looks like for you.

2

Compose the list

An independent longlist and shortlist from our proprietary database.

3

Run the pitch

Briefing, presentations and structured, comparable scoring.

4

Select & contract

Final choice, then contract and remuneration negotiation.

What you walk away with

The right partner, on the right terms.

A defensible process and the documents to back every decision - useful long after the pitch is won.

Request a quote
  • A clear briefing document that agencies can actually answer
  • A defensible longlist and shortlist matched on real fit
  • A structured evaluation and a final recommendation
  • A negotiated contract and remuneration model
Good to know

Questions we get a lot.

Can you run a public tender?

Yes. We provide independent guidance for both public and private tender processes, with fair, documented evaluation.

Do you favour certain agencies?

Never. No commissions, no favourites - we match purely on fit with your needs and culture.

Creative, media or digital?

All three, and public tenders. The process adapts to the discipline.

Is this only for big advertisers?

Not at all. We run right-sized pitches for SMEs too - a leaner, faster process scaled to your budget and ambition, with the same independence and structure.

How long does it take?

It depends on scope. We keep it as lean as a genuinely fair process allows.

Get in touch

Let's talk.

Call us, send an email, or fill in the form. We typically respond within a day.