The Belgian Association of Advertisers (UBA) and the Belgian Public Relations Consultants Association (BPRCA) signed the following Code of Conduct as a guidance note for both BPRCA consultancies (hereinafter referred to as "Agency”) and clients (hereinafter referred to as "Client"), describing the best practice in managing the selection of an agency, with or­ without a competition ('pitching') process. Compared to other disciplines in the communication sector (advertising, marketing, media buying,…), budgets allocated to Public Relations and Public Affairs assignments do not always require a full-fledged competition, including initial strategic recommendations. A client may always appoint the agency of its choice, without proceeding with a selection process, based on the reputation of the agency, its people, its qualities, its experiences and its expertise. If a client wishes to proceed with a selection process, it is therefore agreed to make the following distinction.