Written by Anita Nelson, President/Owner at IN Food Marketing & Design
As an ad agency owner for over 30 years, I’ve participated in countless RFPs. The process on the client side can be daunting if you haven’t run one before, so here are a few things I’ve seen that can help marketers run a successful agency search:
1. Begin with the end in mind. Be really clear on what your budget, scope of work and ideal agency fit would be. To assess if they’re the right partner, an agency needs to have a solid understanding of the type of engagement, resourcing needs and expected spend so they can properly assess the fit. Some clients are hesitant to include their expected spend in the RFP, but it’s really helpful so agencies can calibrate their response appropriately.
2. Keep the process as simple as possible. Take time to research agencies up front so you can keep the initial outreach to no more than 8 qualified firms. Remember that you and your team will need to review each submission, so be selective in what information is really important. A handful of relevant case studies, pricing information and no more than 15-20 questions should be very adequate to assess the fit. We once participated in an RFP with over 75 questions in the initial phase, in addition to requiring multiple case studies and detailed pricing information. Not only was the process time and resource-consuming, it had us questioning what it would be like to work with this client.
3. Be transparent. During the vetting process, it’s helpful to create opportunities for additional questions or conversations well before the initial proposal is due. In every case where we’ve landed a significant piece of business, the prospective client was open to sharing their marketing challenges, what was driving the search and what traits and skills their ideal partner would bring to the table.
Transparency also means being thoughtful about what you ask agencies to prepare for free. We recently participated in an RFP where the prospective client was very clear that they did not want or require spec creative. That leveled the playing field for all the participating agencies. If spec creative is important to you, consider offering a stipend for the time and work involved.
4. Allow sufficient time. Choosing the right agency partner takes time and the process shouldn’t be rushed. By giving potential agencies ample time to do their research and prepare a thoughtful response, you’ll get higher quality submissions to review. And be mindful that reviewing agency responses often takes longer than clients expect, so building in a buffer will for allow adequate time for that portion. Our best experiences allowed 3-4 months, but 8 weeks should be the minimum from the time the RFP is launched to the final decision.
5. Define your scoring process. To ensure a fair process, identify the evaluation categories and criteria for your team up front, and score every submission against them rather than just relying on gut instinct. While attributes like creativity, industry knowledge and strategic thinking may top your list, make sure you evaluate the “softer” attributes like shared values and chemistry.
Ideally, your agency should operate like an extension of your team so it’s important you gel with the firm you select. Make sure you ask to meet the staff who will be working on your account day-to-day since they may not be involved in the pitch. We also encourage potential clients to check our references and ask the tough questions of how we’ve handled their account, especially with inevitable challenges like scope creep or tight deadlines.
IN Food Marketing & Design brings over 30 years of experience working with top food brands. If you’re a food marketer looking to grow your brand, I’d welcome the opportunity to be included in your next RFP. Contact me here.
