As the region’s marketing landscape matures, the way brands and agencies engage in the pitching process is also evolving. There’s been ongoing discussion around clarity, consistency and communication — but how much has actually changed on the ground?
We asked voices from across the industry whether they’ve seen a shift towards greater transparency in the pitch process.
Aimee Peters
Regional Head of Brand, Partnerships and B2B Marketing, HSBC MENAT
YES
It’s true that pitching has become more transparent, and hopefully fairer, in the region. But it is not enough. Evaluation criteria is not openly available, discussed, or challenged – by either side. The process isn’t clear and differs widely from those who expect full creative to those who take a more partnership approach. And from a client perspective, costs vary massively. I think we are heading in the right direction but we need the same amount of effort put into raising standards and governance as we put into winning awards … and until then, both sides will continue to begrudge the process.
Rolande El Ghusayni
Account Director, PR, Memac Ogilvy – UAE
YES
Over the years, we’ve participated in a wide variety of tenders, each with its own unique pitching approach. Government RFPs tend to follow a regulated and structured tendering process, often managed through formal portals and led by procurement departments, offering clear frameworks and timelines.In the private sector, we’ve experienced a mix of procurement-led and technical-led pitching processes, which are mostly driven by marketing and communications teams. This often leads to a more content-focused and strategic dialogue, allowing agencies to engage at a subject-matter level. We’re also seeing a growing interest from international firms in setting up comms operations in our region, particularly from Asia and other global markets, due to the continuous growth of UAE and the wider GCC markets. These companies bring impressive professionalism and ambition to the table, but there is a need to navigate local markets with a deeper relevance and know how. This diversity in pitching approaches reflects the region’s dynamic business landscape. Overall, we’ve seen a steady shift toward greater transparency and structure – a positive sign of the industry’s continued alignment around best practices.
Showkat Nabi Rather
Senior Account Manager – Sustainability and ESG Communications, Gambit PR and Communications
YES
Based on my experience working both client-side and now agency-side, I’ve seen the pitching process become noticeably more transparent. In markets such as the UAE, where transparency and accountability are high on the agenda, pitches have become more clear and realistic, as companies understand that long-term relationships are built on trust. Technology has also played a major role in this shift. From digital briefing platforms to real-time collaboration tools and performance tracking systems, the process is now more structured and data-driven – enabling better alignment, clearer expectations, and honest conversations.
Mazen Jawad
CEO, Horizon Holdings
NO
The quality of a pitch process often depends on both the company and the individuals or team managing it. When a client invests time and facilitates genuine human interaction – where we can truly understand their needs and expectations – it boosts our motivation and reinforces our belief in the transparency and authenticity of the process. As a result, we’re more likely to fully commit to the pitch, delivering work that can meaningfully impact the client’s business performance. Pitches become exciting when the process feels fair, personal and free from unnecessarily exhaustive deliverable lists.
Katie Bawler
Strategic Communications Consultant, House of Comms
NO
There has been some progress with the agency pitch process, but we still have a long way to go. It can often feel archaic and transactional, like it is a numbers game, with many clients looking for strategic or creative work for free. Huge amounts of time are being invested by agencies, but how often does the winning agency use anything that was presented? Once clients start to invest more into the pitch process in terms of briefings, and become considerate of agencies’ time, the more strategic and valuable the output will be. The process should be centred around mutual respect and chemistry, which will ultimately dictate how successful the working relationship will be.
Curtis Schmidt
CEO, RAPP MENA
NO
The Middle East’s dynamic markets are full of marketing opportunities, but getting it right takes fairness and clear communication. In my experience, some adjustments need to be made to pitching processes to build genuine partnerships. For example, brands and agencies could introduce paid pitches to respect the work put into ideas. Bringing in neutral third parties to judge proposals on creativity, cultural fit and fresh thinking, rather than just price, will help build trust and encourage innovative solutions. By focusing on teamwork and fair practices, everyone can create a space where new ideas and creativity shine, pushing marketing forward in the region.
Angelo De Guzman
Marketing and PR Manager, Grand Plaza Mövenpick Media City
YES
The pitching process is more transparent now, especially when both sides are clear from the start. At Grand Plaza Mövenpick Media City, we always outline our exact requirements and make sure agencies know the project could go to an agency, be handled in-house, or not move forward at all. There’s no guessing involved. We only engage agencies that are just as upfront – those who clearly state who will manage the account, what the team looks like, and what they can or can’t deliver. This saves time, avoids misalignment, and keeps expectations realistic. Transparency is key to efficient decision-making.
Rizk Haddad
Head Of Monetisation and Operation – MENA, Walee
YES
The Middle East’s pitching dynamic is undergoing a meaningful recalibration toward greater transparency. As brands prioritise sustained partnerships, there’s a growing demand for structured briefs, clearly defined evaluation criteria, and consistent, actionable feedback. Digital platforms, such as procurement portals and pitch management tools, are enhancing accountability, streamlining workflows, and reinforcing process integrity across the pitching journey.
Agencies are now expected to take on a more consultative role, offering strategic insights, analytical frameworks and specialised expertise in business and technology. While challenges remain – particularly around speculative work and budget clarity – the prevailing shift toward transparency is fostering more focused, respectful and outcome-driven client-agency relationships.
Karlyn Bautista
Senior Marketing and Communications Manager, Waldorf Astoria – Dubai Palm Jumeirah
MAYBE
From a brand perspective, we make a conscious effort to ensure the pitching process is clear, structured, and fair. This includes sharing comprehensive briefs and aligning on evaluation criteria from the start. That said, there are still areas we’re continuously working to strengthen, such as providing more visibility on the number of agencies involved, offering feedback and being as upfront as possible about budget expectations. Transparency remains a priority, and we believe that greater clarity in these areas can further empower agencies to put their best foot forward.
