<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a16dfde695cfa04b717685a_dark-blue-banner-2-68ac655f08d35704638828.webp" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Growth</span> <h1 class="gn-title">Our Guiding Principles for Brands: What Agencies Should Know</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>25 August 2025</span> <span class="pip"></span> <span>2 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">The Guiding Principles are a simple commitment we ask brands to acknowledge before we release any live brief to our agency network.</p> <h2 class="gn-reveal">What are the GO Guiding Principles for Brands</h2> <p class="gn-reveal">They cover areas such as:</p> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#01</span> <h3 class="gn-list-item__title">Transparency and fairness</h3> </div> <p class="gn-reveal">Brands are expected to provide clear information from the outset, ensuring agencies understand the context, objectives, and expectations of the brief. This prevents unnecessary speculation and builds confidence that the process is being managed responsibly.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#02</span> <h3 class="gn-list-item__title">Timely and constructive communication</h3> </div> <p class="gn-reveal">Agencies value feedback. Rightfully so. The principles ask brands to communicate promptly and constructively throughout the process, so participating agencies are not left waiting, second-guessing, or chasing for updates.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#03</span> <h3 class="gn-list-item__title">Respect for Time and Reputation</h3> </div> <p class="gn-reveal">Agency time is one of the most valuable resources in our industry. Respecting that time means providing realistic timelines, avoiding unnecessary hoops, and recognising the reputational investment an agency makes when pitching.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#04</span> <h3 class="gn-list-item__title">Alignment with the IPA's Pitch Positive Pledge</h3> </div> <p class="gn-reveal">The GO Network fully supports the IPA's initiative to make pitching more positive, more productive, and more rewarding for everyone involved. Our principles are designed to uphold and complement that pledge in practice.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#05</span> <h3 class="gn-list-item__title">Clear disclosure of commercial arrangements and decision-makers</h3> </div> <p class="gn-reveal">From budget ranges to who will make the final call, brands are expected to disclose commercial details and decision-making structures upfront. This ensures agencies can approach the brief with full context and realistic expectations.</p> </div> <p class="gn-reveal">These principles are designed to ensure that <em>every brief you receive</em> through The GO Network is both genuine and committed, not speculative or unclear.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal">How and when are they used?</h2> <p class="gn-reveal">Before any live brief is shared, brand stakeholders review the principles and confirm alignment. This includes everyone involved in reviewing proposals, attending chemistry sessions, and making final decisions.</p> <p class="gn-reveal">Agencies will always know upfront, inside the brief itself, whether the brand has confirmed agreement with the principles. In cases where a brand is not yet ready to meet the expected standard, we may delay a launch or adjust the briefing process until alignment is in place.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal">Why it matters for agencies</h2> <p class="gn-reveal">Pitching is time-consuming and resource-intensive. These principles are part of our broader mission to:</p> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">What this means for you</div> <h4>Our broader mission for agencies.</h4> <ul> <li><strong>Reduce unnecessary pitch activity.</strong> By setting clear expectations from the outset.</li> <li><strong>Champion meaningful introductions.</strong> Ensuring every connection is worth your time.</li> <li><strong>Help agencies focus on qualified, winnable opportunities.</strong> So your resources go where they matter most.</li> </ul> </aside> <p class="gn-reveal">By setting these expectations, we are working to build <strong>a fairer and more sustainable approach to agency selection.</strong> And importantly, you can hold us to it.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal">What happens if something goes off-track?</h2> <p class="gn-reveal">If an agency feels that a live opportunity is not being managed in line with the Guiding Principles, you can flag it directly to our team. We will investigate, provide context, and address the issue with the brand if necessary. This accountability is a key part of what makes the system credible.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal">Summary</h2> <p class="gn-reveal">The GO Network Guiding Principles are designed to protect agencies from speculative, unclear, or poorly managed briefs. They ensure that every opportunity you see through the network is genuine, respectful, and aligned with industry best practice.</p> <p class="gn-reveal">By holding brands to these standards, we are helping agencies focus on opportunities that matter, while building trust and fairness into the selection process.</p> <p class="gn-reveal">🔗 <a target="_new" rel="noopener" class="text-primary underline decoration-primary" href="https://www.thegonetwork.com/guiding-principles-ways-of-working">Read the full Guiding Principles here</a></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/the-brief-that-was-edited-twice-before-you-saw-it" class="gn-related__link"> <span class="gn-related__category">Growth</span> <span class="gn-related__title">From Where We Sit: The Brief That Was Edited Twice Before You Saw It</span> <span class="gn-related__excerpt">From where we sit, one of the most consistent sources of pitch failure has nothing to do with the agency&#39;s response. 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