How do you run an agency RFP?

Running an agency RFP is more involved than it often appears. Many teams focus on the obvious parts of the process—issuing the RFP, reviewing proposals, sitting through pitch presentations—while underestimating the work required to arrive at a decision they can stand behind.

The most effective agency RFPs account for the following:

• Understanding the agency landscape beyond the most familiar names

• Knowing which agencies are truly strong in the areas that matter most

• Aligning internal stakeholders with different priorities before agencies are engaged

• Translating that alignment into a clear brief that gives agencies what they need to respond well

• Vetting agencies beyond credentials and reputation alone

• Creating enough structure to allow for meaningful comparison

• Separating presentation polish from underlying substance

• Allowing for chemistry without letting it outweigh capability or fit

• Debriefing thoughtfully rather than deciding on instinct

• Making a decision that can be clearly articulated and defended

• Setting the partnership up to start strong once the choice is made

• Closing the loop with participating agencies in a fair and professional way

A well-run agency RFP creates clarity, enables meaningful comparison, and sets the foundation for a stronger partnership from day one. When these elements are clearly defined upfront, the process becomes easier to manage and far more effective in identifying the right partner.