Opinion | Brands: There May be a Better Way than the RFP to Find an Agency

Candidly, no one likes the Request for Proposal (RFP) process. 

RFPs are part of an old system full of formalities and guard rails. They form a false sense of security for the client as part of a documented “procedure,” and sometimes, can lead to an entire back and forth with a potential partner only to discover that there is no chemistry.

For agencies, RFPs create a false sense of hope. While the agency is strung along, mocking up work and devoting the resources to put their best foot forward, the entire process can lead to zero new business and zero revenue. (There are exceptions, of course, since agencies can form a solid impression with the decision makers and be considered for future work down the line.) Some agencies may even respond to a RFP because they know someone or want to train a team member, but have no interest in working with the client.

This is just the name of the game when it comes to hiring a new agency...but, perhaps it is time to nix the process and reshape how brand-side marketers pursue marketing agency partnerships.

For example, brands could try “dating.” 

We’re not trying to change the rules. In fact, sometimes RFPs are absolutely necessary, and we’ve even helped brands develop them. We’re just saying that they’re not always the end all be all since they can be time consuming and costly for both parties. 

These are some of the alternatives to the Request for Proposal process we’ve suggested in the past:

1. Discovery RFP

2. Role Play with a Sample Project

3. Talk Through the Project with Partners

4. Seek External Referrals

5. Create a Detailed Request For Information (RFI)

Read more about possible Alternatives to the RFP Process.

If brands are going to forego developing RFPs, what should they focus on instead? 

RFPs typically include information regarding: 

• The company (background, history, objectives)

• The project (company goals, budget)

• Requirements (tools, systems, products)

• Deadlines 

• Contact and proposal submission information

Breaking free from traditional procedures may provide opportunities to focus on equally important factors such as: 

• Chemistry

• Capabilities

• Communication

In our 2019 Marketing Relationship Survey for client-side marketers, brand marketing leaders listed chemistry as one of the top factors behind selecting a marketing agency. You wouldn’t date or live with someone without knowing if they are easy to get along with. The same is true for the agency-client relationship. This has remained consistent over the past few years. In 2023, the Marketing Relationship Survey revealed that chemistry was still a priority.

Read more - Building Chemistry in the Agency-Client Relationship + What Client-Side Marketers Want (and Don’t Want) from their Marketing Agency Partners

Spending the time to assess potential agencies by how they work and who they are may lead to finding a better fit. You can also uncover the solutions/protocol for common problems that occur in the partnership by communicating upfront and answering the following questions together:

• How are we going to deal with a situation where the project is miscoped? 

• Who will work on the account? Will there be a bait and switch of resources?

• Define the brand’s culture. How does it approach big ideas? 

• What are the limits regarding the client representative’s jurisdiction? Is there any red tape?

• Does the client prefer an agency that challenges ideas?

• What are the expectations for the agency in each conversation? Distinguish the difference between presentation and discovery conversations. 

Uncovering information, having a constant flow of transparent communication, and developing chemistry upfront helps build a sturdy foundation for a prosperous agency-client relationship. 

Still want/need to develop a RFP? That’s perfectly fine! 

Here is a resource document including everything you need to know like: 

1. What is an RFP?

2. When should you issue an RFP?

3. What is the difference between an RFP and an RFI?

4. RFP Process Steps

5. RFP Template Elements

6. Resources for RFPs

Read more - The Do’s and Don’ts of the RFP Process

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To be clear, the RFP process is not necessarily inherently bad. In fact, if you need help developing a RFP, we have a great toolkit available. But the RFP process tends to be stale and can neglect the factors that usually make relationships sustainable and mutually beneficial. As advocates of connection and matchmaking, we believe an investment in discovery around the people-element (chemistry, communication, and capabilities) is equally crucial when determining a future agency partner.