Be Brutally Honest
Creative agencies are well used to competitive pitches.
Some you win. Some you come second. You never come last.
When giving feedback, brands try to save agency blushes by making everyone but the winner a runner up.
It makes a mockery of the pitching process and it robs agencies of genuine feedback.
Agencies invest a considerable amount of time, money and effort pitching for business.
Brutally honest feedback is the least they should get when they lose.