A Four-Step Process

If, after evaluating the pros and cons of an eventual agency change, you want to begin a selection process, we have the process you need, whether you want it to be upon invitation or open to everyone.


In fact, the A2C proposes a simple and efficient selection process that is competitive, fair, and excludes speculative work (please consult the Be careful with speculative work section for more information).


This process is based on the advice of renowned professionals from Quebec’s marketing and communications industry, as well as the best practices recognized in Canada and abroad.


Our goal is simple: to help you make an optimal choice that will meet your specific needs while building the foundation for a mutually beneficial long-term client-agency relationship.

Change, continuity, or change in the continuity?

A call for tender requires a lot of time and money, both for you and the agencies involved. If you are already working with an agency, keeping your current partner might be more productive for your business.  Consider this point by consulting the “Before changing agencies” section.


A four-step selection process is proposed:


  1. Foundations of an efficient agency selection process
  2.  Preparation of an agency selection process
  3. Issuing a request for proposals and agency selection by excluding any speculative work (strategic and creative)
  4. Conclusion of the selection process and transition to a new agency

Guidelines for agencies

  • You have received a call for interest or a request for proposals: what do you do?
  • Your agency is among the finalists: how do you optimize your presentation in line with the potential client’s needs?
  • An overview of issues such as speculative presentations, the importance of contracts, and the agreements essential to the creation of a harmonious and long-term relationship between advertisers and agencies.


  • List of potential needs
  • Example of an evaluation grid
  • A request for proposals by invitation or open to everyone?
  • Example of a solicitation letter for a request for proposals
  • Speculative presentations
  • Cultural compatibility
  • Manage the process internally or seek outside assistance?