Many companies rely on third-party agencies to help them to launch their advertising campaigns. The first thing the company's marketing executives need to do is to select a few agencies with relevant experience and a track record of reliability. The company would then provide each agency with the same 'brief '—a document communicating the campaign's goals and allotted funds. Among other things, the brief would include the reason for wanting to advertise, the proposed target audience, information about how the product would benefit the consumer, and the budget. In response, each agency would produce what is known as a `pitch'—a presentation outlining its creative ideas and its strategy for delivering them. Advertising experts agree that the pitch can be won or lost in the first five minutes. A good agency is one that can read the marketing executives' body language and make adjustments to the presentation accordingly—a risk that some agencies take if they determine that the company has flawed objectives or is attempting to sell a concept which was not part of the original brief. If it goes well, the executives will be impressed by the astute assessment of their true needs. Conversely, the company might be dissuaded from using an agency which deviates from its instructions. Ultimately, the company will award the project to the agency which has the best ideas, but trustworthiness will also be among its selection criteria; an agency which has not gained the full confidence of the company is unlikely to be chosen.