More than half of executive advertisers will review their businesses within the next 12 months. This is in accordance to a study from the newly founded Advertiser Perceptions. Just to prove this point,, Procter & Gamble has just announced in January that they will look into all ad agency contracts in 2017.
- Most RFPs provide a list of people who will be involved in the review process at some level. Look at this list critically for things like who the decision-makers are versus who’s in a supporting or supervising role.
- Suppress your natural desire to tell the prospect all about you. It’s hard, because many RFPs will give the impression that they want to know everything there is to know about your work process, capabilities, team bios, etc.
- Ad agencies deliver value to their clients predominantly through intangible services like strategy, planning and creative development. It’s difficult for agencies to describe those things in tangible ways.
“Make sure everyone who is contributing to the response knows what those messages are. Be a ruthless editor and discard anything that distracts from presenting your best argument.”