This book offers companies a practical and scientifically sound guide to the entire agency selection process: from requirements analysis and suitable procedures to negotiations, contract drafting, and the final decision. Agency selection is one of the most strategically important decisions in marketing—yet it is often implemented emotionally, unstructured, and inefficiently. The author shows how to avoid typical observational errors, conduct structured evaluations, and use tools effectively. Psychological pitfalls and fundamental principles are also explained; proven methods and helpful checklists complement the work. A valuable companion for marketing decision-makers, brand managers, pitch consultants, and procurement professionals in companies that want to professionalize their processes, save time and costs, and find the best agency—well-founded, transparent, and effectively geared toward sustainable success. Contents: Organization and Process; Structured Pitch Evaluation: Targeted Avoidance of Errors and Biases; Requirements Analysis: The Foundation of Success; Procedures for Measuring Requirements; Request for Proposals; Renegotiation and Decision; Contract Drafting; Special Pitch Situations; The Role of Pitch Consultants; The Future of Pitching