First step to writing the proposal is to first understand your history and lessons learned from previous agency relationships, how teams have interacted with the agency, or from previous creative projects/campaigns if you have not worked with an agency be
- Now you're ready to write your RFP.…The RFP aligns everyone internally,…clearly communicates your expectations to the agencies,…and provides an objective to evaluate agencies…and then choose one.…The RFP helps you understand an agency's capabilities,…processes and methodologies and really importantly,…their culture and how they think.…We'll talk about what to include in the RFP later.…For right now I'd like to talk about…conducting an internal audit.…
An audit is important background work…to understand relevant history and lessons learned…from previous agency relationships.…This will give both you and your prospective agencies…insight about what's worked well in the past…and where you need to improve.…The insights could be about anything.…Like maybe process, aligning expectations,…how you communicate, or how you define great creative.…Even if your company hasn't worked with…an external agency before, you probably have at least…some internal staff who's worked on creative projects.…
There likely will be lessons learned here too.…
- Explain the role of an account manager in a marketing agency.
- Review information from a request for proposal before deciding which agencies will present a pitch.
- Identify the purpose of a non-disclosure agreement.
- Recognize the benefits of assigning a liaison as a point of contact.
- Define scope of work and explain why it is typically an exhibit to a contract.
- Determine the most effective way to manage risks before issuing a contract.