The "feeding frenzy" surrounding new business pitches by advertising agencies will be transformed into a process graced by decorum, if the UK's Institute of Practitioners in Advertising has its way.

The IPA has issued a set of guidelines The New Business Pitch Pack, which will help protect agencies' ideas through its online Intellectual Property Rights Database.

The pack also contains a questionnaire for clients and a non-disclosure agreement that imposes a mutual obligation on the parties not to disclose information to any third party. After the pitch, clients can submit constructive feedback to the agencies via forms included in the pack.

Says Neil Christie, chairman of the IPA new business group and MD of agency Wieden & Kennedy: "In the new business market there are sharks on both client and agency side. The feeding frenzy that often greets a pitch announcement does no favours to anyone. This pack provides guidelines and tools to help conduct the process in a professional manner."

Adds Marina Palomba, IPA legal director: "Any steps that can be taken to reduce the risk of ideas and copyright work being misappropriated is worthwhile."

Data sourced from Institute of Practitioners in Advertising; additional content by WARC staff