Advertising agencies are generally pleased to receive RFPs from potential marketing partners. There are some RFPs, however, that cross the line--making unreasonable and even illogical demands.
Even though your intentions may be genuine, you need to consider an RFP from the agency’s perspective. Like any successful business, an agency must make a profit in order to survive. If you can’t quickly and clearly articulate why it’s worth an agency’s investment of time and resources, which can be considerable, then your RFP may be doomed to a lackluster response.
Granted, some agencies may respond no matter how unreasonable the request. Recessionary pressures have created the perception that ad agencies will do anything to win your business. And yes, some of them will. The question you should ask yourself is whether these are agencies you’d ultimately want as a marketing partner. If an agency is that desperate to win business, it may lack the bona fide credentials to attract business based on its own merits.
If you want to partner with a successful, well-respected agency, give them good reasons to want to do business with you. Here’s what they will likely be looking for as they assess your RFP...