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Pain in the RFP – Part II

Posted on April 24, 2010

Recently reviewed (post mortem) an RFP response by an agency.  He was looking for some perspective/thoughts as to why they might not have been chosen to move to the next round.  He was looking for some ideas that might help him the next time their agency was offered the opportunity to participate in an agency new business search.

What I saw in the RFP response was just that, “a response”.  While I recognize some clients do put requirements on how much (if at all) you can deviate from their formats, many do not.  Assuming you’re involved in an RFP and assuming there are not requirements on how you have to answer or what the RFP needs to look like, step outside the box!
Having had the benefit of seeing many RFP responses over the last 5 years - both with  RSW/US as we help clients find new business and most recently with RSW/US-Agency Search, having managed two searches for the Citrix and Domain Chandon agencies, I feel like I have a pretty good sense of what moves clients to want to continue to take a look.

Rote responses won’t cut it.  No visual interest won’t cut it either.  An all text response makes it really difficult to bring the personality of your agency to life.  Even if you are in a pitch for a digital media planning and buying assignment, you can still bring an RFP response to life.

I recently read a response from another one of our clients for a Children’s Hospital AOR we opened up for them.  The response included baby product visuals throughout (e.g. using blocks with numbers when counting was required) and had photos of key executives with mini stories talking about their experiences at this hospital.  These images complimented a great showcase of work that brought their style and creativity to life.  The RFP felt like a story…like a picture…not like a response.

This RFP response I spoke of earlier had none of that.  Not a single visual – even of work.   While the searches RSW/US-Agency typically works on will be limited to 5-6 agencies, there are many search firms that bring in a whole lot more – which requires you as an agency to work even harder to get yourself to stand out from the pack.

Think about the RFP response as a portrait of your firm.  A portrait of your people, of your character, of your style, and of your creative talents.  Paint it with many colors, not with a single pen.

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