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Managing the pitch process to find the perfect agency partner - Labyrinth Marketing
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Challenger Brand

Pitch Management

The brief

To work as an extension of SodaStream UK’s marketing team, managing the full pitch process in their search for a new PR agency partnership.

Sodastream in a glass
Sodastream Glass


Finding a new agency can be time-consuming… most marketing teams will know that finding the time to research and co-ordinate the pitch process under tight timings (whilst still delivering in-year plans and longer-term planning) can be challenging. As well as not having awareness of suitable agency and time to research and shortlist suitable agency partners

Our network and client-side experience meant we could take this pain away; freeing up our clients to focus on other priorities yet keeping them involved at key stages.

Our role was: advising on the brief, researching agency partners, shortlisting, requesting, reviewing & comparing credentials, NDAs, briefing agency partners, organising and attending Q&A’s, setting and sharing evaluation criteria with client and agency partners, running the pitch day, collating feedback, managing follow-up requests, providing feedback to all agencies and advising on contracts inclusions in signing up chosen agency partner.


Marketing Director UK and Trade Marketing Manager UK


Upskill – guided our clients through the entire process; advising on agency requirements and scope, supporting in brief development, giving our advice and recommendations on agency responses and next steps at each stage. Showing why we are doing or recommending what we are doing to feel comfortable and increase knowledge of process.

Bring plans to life – created the bespoke evaluation criteria document to measure the agency responses – ensuring they had the right qualities and skill set to bring plans to life and provided support to both parties, during contract signing and initial meetings, to ensure they get off to a positive start for their future partnership.

Variety of approaches – frequent contact with agencies via calls, emails and face-to-face to ensure a fair, balanced process and inclusion of a practical task to reflect the company’s culture and day-to-day requests.

Vicki presenting at Whiteboard
Sodastream in a glass


  • Advised SodaStream throughout the process from the initial brief to final appointment with a well-managed, fair process – respectful to agencies
  • Trusted extension of the team; giving honest, impartial advice
  • Three strong potential candidates participated in the final pitch process and SodaStream made a successful appointment of their new agency
  • Positive agency appointment and working relationship 3/6 months later

Labyrinth were incredibly supportive in helping us to find a new agency. They worked to really tight timelines, working to a brief and supporting with clear rationale, criteria and helping us identify what we needed, managing our expectations, delivering within our timelines and overcoming any obstacles.

Michael Laws, Trade Marketing Manager, SodaStream UK

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