The 4As Philippines Pitch Policy

The 4As Pitch Policy helps brands and agencies conduct pitches with fairness, transparency, and accountability. It establishes a clear process while protecting the intellectual property and creative value of our member agencies.

The Process
in 7 Steps

Every pitch is coordinated by a neutral 4As Pitch Manager (PM) to keep it fair for everyone.

Client Initiates
the Pitch

A client reaches out to the Pitch Manager directly — or contacts an agency, who refers them to the PM.

Pitch Form &
Validation

The PM sends a Pitch Form. The client fills in the brand, timelines, and agencies involved. The PM validates the details and confirms whether fees or exemptions apply.

Agencies Are
Engaged

The PM notifies all invited agencies with the pitch details. Agencies confirm participation — and only then may they liaise directly with the client.

Briefing &
Preparation

The client gives agencies a minimum of 15 working days from the final briefing to prepare their creative and strategic response.

Invoicing &
Payment

Where a fee applies, agencies invoice the client for the pitch fee. The client settles within 60 days of the invoice.

Collection &
Remittance

The agency collects payment and remits 15% to the 4As Secretariat within 7 working days as an administration fee.

Verdict &
Feedback

The client announces the result within 5 working days of the final presentation. Agencies receive feedback — win or lose.

What It Costs

Pitch fees depend on the type of work being asked of the agency.

CREATIVE PITCH — TIER 1

1 Big Idea + 2 Proofs of Concept

A core campaign idea with two executions to demonstrate it in practice.

₱0

Same fee applies to every new round requiring additional work.

85% goes to the participating agency

CREATIVE PITCH — TIER 2

1 Big Idea + Full Campaign Plan

The Big Idea plus a complete communications plan — media strategy, timeline, and supporting elements.

₱0

Same fee applies to every new round requiring additional work.

15% goes to the 4As Secretariat as an administration fee

When There's No Pitch Fee

These are exempt — they don't require speculative creative work, or fall outside the policy.

Fee-Exempt Situations

Free because there is no new speculative creative output, or the pitch sits outside local 4As jurisdiction.

Credentials & Chemistry Pitches

Reviewing an agency's track record, values, and fit — no new creative work.

Exclusive 4As-Only Pitch

Max 5 member agencies, no outside agencies — output limited to 1 Big Idea + 1 proof of concept.

Global Or Regional Pitches

Decisions made at a global level that bypass local agency involvement.

Agency-Initiated Presentations

Unsolicited ideas an agency chooses to share voluntarily.

PR Campaigns

Provided the client does not require creative work to be submitted.

Government & GOCC Projects

Public-sector pitches that follow their own procurement rules.

Non-Media, Design-Based Pitches

POS, collaterals, packaging, etc. — up to three executions.

Good To Know

Before you begin, keep these principles in mind

Let the PM lead — at first

Course all initial pitch requests through the Pitch Manager. It protects relationships and keeps things fair.

Your work stays yours

All pitch materials stay strictly confidential until the client's campaign is actually released.

Everything is confidential

All pitch materials stay strictly confidential until the client's campaign is actually released.

Pitch Resources

These resources provide practical guidance before, during, and after a pitch. Use them to better understand the policy and support a more consistent pitch process.

Pitch Request Form

Use this official request form to initiate a pitch under the 4As Pitch Policy.

Version Version 9.22.25 — 306 KB

Download PDF

Main Guide

Full Pitch Policy

The official guide to the 4As Pitch Policy, including its process, guidelines, and recommended practices.

Version Version 9.22.25 — 120 KB

Download PDF

Frequently Asked Questions

Questions often come up when planning or participating in a pitch. Here are some of the topics we receive most often.

Who must comply with the Pitch Policy?

All 4As member agencies, plus their subsidiaries and affiliates, must follow the policy effective March 1, 2025.

What types of pitches are covered by the Pitch Policy?

Any original creative or strategic work an agency develops for a client's brief — campaign strategies, speculative creative bids, concepts, media plans, digital content, or creator/influencer campaigns.

What types of pitches are exempted from incurring a pitch fee?

Credentials/chemistry presentations, agency-initiated (unsolicited) presentations, global/regional pitches, government or GOCC projects, PR campaigns without creative work, small non-media design work (3 executions or less), and 5-way exclusive 4As-only pitches limited to 1 Big Idea + 1 Key Execution.

Are there penalties for non-compliance to the Pitch Policy?

Yes, with penalties that escalate per offense: • Late/non-remittance of fees: warning + 150% of fee (1st), warning + 2x fee (2nd), 12-month suspension + 3x fee (3rd) • Non-disclosure of participation: warning + 150% of fee (1st), 12-month suspension + 2x fee (2nd), expulsion + 3x fee (3rd) • Backing out without valid reason: refund client + pay 4As 50% of fee (after briefing) or 100% of fee (after being awarded)

Are all information regarding a pitch be kept in strict confidentiality?

Yes — all pitch-related documents and client information stay strictly confidential until the ad actually airs, is published, or displayed.

Have more questions?

For questions about the Pitch Policy or agency pitches, please submit your inquiry below.