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—picking agencies, reviewing proposals, sitting in 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:

• Aligning internal stakeholders with different priorities

• Translating everyone’s needs into a clear brief

• Understanding the agency landscape beyond the most familiar names

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

• Vetting agencies beyond credentials and reputation alone

• Creating the right structure 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 maps to the brief and can be clearly 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

It’s important to get this all right. A well-run RFP process creates clarity, enables meaningful comparison, and sets the foundation for a strong partnership from day one. When these elements are clearly defined upfront, the process becomes easier to manage and is much more likely to land you the right partner.

Does this all take time? Sure. But it will save you time and headache in the long run.