RFP's, Pitching, Agency Mindset, New Business Principles
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Background: At last month’s 4A's New Business Committee meeting, the committee discussed (1) industry new business dynamics (2) problematic RFP and pitch behaviors (3) industry best practice guidance and (4) agency and marketer compliance with best practices. In the article, committee member Rob Moorman (CMO, Merkley + Partners) suggests:
- If you think an RFP has too many questions, don't fill it out.
- If you think you can't get access to the right people--or won't have enough time or that the field is too crowded, don't pitch the business.
- If you don't want to give up the rights to your ideas, don't.
- If you are unhappy with a midstream process change, drop out.
Sounds like prudent and implemental guidance, what do you think?