Few Clients, Agencies Eyeing Alternatives To Traditional RFP Process

Despite a consensus among both marketers and agencies that the process for handling RFPs (request for proposals) for advertising account pitches is broken, only a minority say they are actively considering alternatives to the process.

Only 27% of agency executives and 30% of marketers responding to a survey fielded in July by Advertiser Perceptions for MediaPost said they are pursuing such alternatives.

Among those marketers considering alternatives, the top changes are promising ones for agencies participating in reviews, including "increasing incentives" for them to participate in the reviews (54%), and/or giving them actual paid assignments as part of the review process (49%) so they can see them in action.

Thirty-nine percent of marketers responding to the survey said they are considering eliminating RFPs altogether.

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