Updated on 21 September 2026 by the Proposal Expert editorial team
Pitch agency services with your team, process and case studies
Template for creative agencies and marketing agencies. Team introduction, process, pricing model (retainer or project) and case studies with measurable results.
An agency proposal template is a pitch document that a creative agency, marketing agency or digital agency uses to present its services to a client, often in competition with other agencies. You use it when a marketing director, brand manager or CMO is looking for an agency for a brand campaign, rebrand or ongoing partnership. This template includes the agency's positioning and differentiators, a team introduction, the working process with client touchpoints, a high-level scope, a timeline, a retainer or project price and case studies with measurable results.
The template opens with the agency's positioning and its differentiators against competitors, followed by a team introduction with photos and roles. The weight sits in the working process with client touchpoints and the case studies with metrics, because that is where an agency proves it delivers what it promises. The high-level scope, the timeline, the retainer or project price and the contract term with next steps close the pitch.
This template suits creative agencies, marketing agencies, digital agencies and branding studios with five to fifty staff that pitch for brand campaigns, rebrands and retainers. The reader is a marketing director, brand manager or CMO who invites several agencies and looks at chemistry, process and proven results. PR and content agencies use it too, because the retainer structure fits an ongoing partnership.
Rewrite the positioning first so the differentiators speak to this client's brief. Then select two or three case studies from the same sector with concrete numbers such as conversion or reach. Choose the pricing model: a monthly retainer for ongoing work or a project fee for a campaign, and describe what is delivered each month. Adjust the team introduction to the people who will actually work on this account and set the contract term and notice period.
This agency proposal example shows how a creative agency proposes a brand identity and website to a specialty coffee roaster expanding from one to four shops. The work is cut into phases with a choice moment after the concept phase, so the client can step in without committing the whole budget and the agency never builds on a direction the founders have not approved. Usage rights, the number of concepts and revision rounds are in the scope, not in the small print. A monthly care plan for the website is listed apart as a recurring cost.
This proposal can be downloaded as a Word document (.docx) on this page.
From: Studio Halftone, Amsterdam
To: Ember Coffee Roasters, Haarlem
Date: 17 September 2026
Reference: PRO-2026-152
Valid until: 17 October 2026
Ember Coffee Roasters runs one shop and a roastery in Haarlem and opens three more shops in Leiden, Delft and Amsterdam between March and September 2027. In our meeting on 11 September you said that the current logo was designed by a friend in 2019, that packaging, signage and the webshop all look different, and that the new shops must feel like one brand from day one, including a webshop for subscriptions.
One recognisable brand across four shops, packaging and the web, with a brand identity handbook your shop managers and suppliers can work from, and a website with a subscription webshop live before the Leiden opening in March 2027. The measurable goal is 500 active coffee subscriptions within six months of the site going live.
Phase 1, strategy and concept (five weeks): a brand workshop with the founders, a positioning document and three identity concepts, each shown on a cup, a bag, a shopfront and a webpage. Choice moment: you select one concept before we continue. Phase 2, identity (six weeks): development of the chosen concept with two revision rounds into logo, colour, typography, packaging for five coffees, signage for the shops, menu boards and a 30-page brand handbook. Phase 3, website (eight weeks): design and build of a site with shop pages, roastery story, subscription webshop with Mollie payment and an order flow to your roastery. Photography of the shops and coffees is outside this proposal and can be arranged with a partner. A monthly care plan for hosting, updates and small changes is offered as a recurring item.
Phase 1 runs from 5 October to 6 November, with the concept presentation on 6 November and your choice by 13 November. Phase 2 runs from 16 November to 8 January 2027 with a break over the holidays. Phase 3 runs from 11 January to 5 March, with a soft launch on 1 March and the subscription webshop live for the Leiden opening on 12 March. Packaging files go to your printer on 18 December.
Each phase has a fixed fee, listed in the first table below and excluding 21 percent VAT, invoiced at the start of the phase with 30-day terms. Extra revision rounds are charged at 110 euro per hour after your approval. The website care plan is a monthly fee, listed in the second table, and is never added to the project total. Font licences and stock imagery are passed on at cost.
This proposal is valid until 17 October 2026. After the choice moment you can stop without further obligation. Intellectual property in the identity and the website transfers to Ember after full payment; we keep the right to present the work in our portfolio and in award entries. The care plan has an initial term of twelve months and is then cancellable monthly. Our general terms apply.
Sign at the bottom of this document to confirm phase 1. We will then schedule the brand workshop with both founders in the week of 5 October and send a short pre-read on your competitors and your customers.
| One-off costs | Amount |
|---|---|
| Phase 1: brand workshop, positioning and three identity concepts | €9,800.00 |
| Phase 2: identity, packaging, signage and brand handbook | €16,500.00 |
| Phase 3: website design and build with subscription webshop | €21,000.00 |
| Subtotal excl. VAT | €47,300.00 |
| VAT 21% | €9,933.00 |
| One-off total incl. VAT | €57,233.00 |
| Recurring costs | Amount excl. VAT |
|---|---|
| Website care plan: hosting, updates and two hours of changes, per month | €275.00 |
Agreed on behalf of Ember Coffee Roasters
Two or three. More concepts do not make the choice better, they dilute the hours per direction and make the presentation about quantity. The example shows three identity concepts, each applied to the same four touchpoints, so the founders compare directions on equal terms. State in the same paragraph that the concepts not chosen are not delivered and may not be used, or your work walks out of the door anyway.
Yes, between concept and production. It lets a client start with a smaller commitment, and it protects the agency from building on a direction the decision-makers have not approved. Put the choice moment in the approach, in the timeline with a date and in the terms with the right to stop. In the example the client commits to 9,800 euro and five weeks before deciding on the remaining 37,500 euro.
Transfer the rights to the client after full payment and keep a portfolio right for yourself, in one clear paragraph. Say what transfers, the final files or also the working files, because the difference matters to a client who may change agencies later. Name font licences and stock imagery as items you pass on at cost, so they are not a surprise on the invoice. For trademark registration, state that the client is responsible for the search.