The IPA has published a best practice guide to help public sector bodies select the right advertising agency for their communications needs. It has been endorsed by the Crown Commercial Service and the Cabinet Office.
The publication acknowledges that certain common procurement practices can discourage agencies from pursuing public sector work, including overly complex, low-value tenders; unequal and unrealistic timelines; last-minute delays or cancellations; and appointing an agency without follow-through on briefings.
In response, the new best practice guide sets out ten clear principles to help public sector bodies run smarter, fairer and more effective agency procurement processes. From early preparation – including identifying objectives, budgets and evaluation criteria, through to drafting proportionate briefs, managing timelines, maintaining consistent communication and conducting transparent evaluations, the guide offers practical advice at every stage.
It also stresses the importance of fair contract negotiations, structured decision-making, respectful feedback and thorough onboarding. Echoing the spirit of the Pitch Positive Pledge, the guide encourages organisations to pitch only when necessary, keep processes streamlined and consistent, and ensure outcomes are timely and transparent for the benefit of all parties involved.
Paul Bainsfair, Director General, IPA:
“Public sector advertising has the power to change lives but only if the right agencies are given a fair chance to contribute. Right now, too many are being put off by inefficient, outdated and often demoralising procurement processes that waste time, drain resources and that can deter the very talent needed to deliver impactful campaigns. This best practice guide sets out a better way; one that champions fairness, clarity and mutual respect. It’s a win-win: agencies are empowered to do their best work and public sector bodies get better results for the people they serve.”
Steph Parry, Senior Category Lead – Marketing & Communications, Crown Commercial Service:
“Crown Commercial Service welcomes the best practice principles outlined in the Institute of Practitioners in Advertising’s guide for public sector agency procurement, alongside our commitment to the Pitch Positive Pledge and achieving value for the nation. Public sector bodies should focus on fair, open and transparent processes that minimise unnecessary complexities and do not waste agency time. Simplifying requirements and ensuring timely feedback and decision-making create a more productive environment for collaboration. Additionally, avoiding delays and providing comprehensive briefings to appointed agencies foster strong partnerships and enhance campaign effectiveness. By embracing these principles, public sector organisations can build better relationships with agencies, ensuring that communications serve the public interest effectively.”