smacked agency syndrome.
The day came. It had been almost a decade since I entertained a RFP. Seeing it in my inbox, I archived it. But later that day went back to revisit it.
Even though the team I was supporting had won a previous RFP with them, I had a sour taste in my mouth.
I felt smacked. So I’m now coining this as “Smacked Agency Syndrome.” It is a real thing and often a telltale sign you’re in for it when invited to join the ✨ magical journey ✨ of the RFP.
But even knowing this familiar ick feeling, I hoped that things had maybe changed since my last RFP experience.
Spoiler alert: RFPs still suck.
The reviewing client spends a boatload on the process. Hence taking away from budget that could be utilized on said “creative project.” You can see that hefty report via ANA/4’As here as a free download - lots of nerdy stuff in there 🤓 : https://www.aaaa.org/cost-of-the-pitch-surprising-insights-that-may-make-you-rethink-the-process
It’s a time suck. You spend all the time following blueprints and rules without having the hard conversations in-person or over Zoom to get to the real WHYs.
There’s too much red tape. There’s always a disconnect with legal and the creative team that’s pushing out the RFP. What may seem one way, most certainly always comes with a surprise change that never benefits the bidding agency (you!).
Endless disruptions in staffing. “Oh yeah, let’s go get to work for free for the chance to win this bid. I’ll put off my paying client’s task and get to it later.” Cue: sHinY oBjEcT SynDrOme (yes, I love coining syndromes LOL.)
It’s a mental f***ery. Aside from coming up with your really cool idea, you spend a good chuck of your time thinking about how you will beat the competitive agencies and get wrapped up in the idea of competing on price. YUCK. Plus, don’t forget, you always sign something saying the idea is no longer yours once pitched — the reviewing client can take your idea (that was too much $$$) and get the cheaper bidding agency to do it. How lovely is that?
And to make it even more interesting…we won.
But here’s the kicker, winning is not even a guarantee. 😆 Months(!) later, there’s still no working agreement. Legal has made changes company-wide that would remove a chunk of the team’s responsibility making the pricing all goofed up since it was based on the full effort. And the team’s transparent payment terms, discussed prior to engaging in the RFP process, we’re considered null and void. 🙃 It’s practically back at square one.
Y’all, your IDEAS are worth GOLD. Stop giving them away for free or even a small pitch fee. Stop getting “smacked” around.
Instead, push to have MEANINGFUL conversations with people who are looking for PARTNERS - not vendors. You didn’t earn your caché touting a vendor title. Frankly you’ve likely never identified yourself as one either.
Here’s to ending the cycle of SAS!
-Ashley
Important Note: I recognize that avoiding RFPs is sometimes not possible in government and other miscellaneous industries. But when it comes to entertainment and/or brands, there’s almost always a workaround. How do I know this? That same mega corp who sent the RFP above to my client… has an OTHER division that works with my OTHER client – we’ve never had an issue. My OTHER client has a 1MM+ all-in retainer and the payment terms are NET-30, advanced billing. Meaning my client gets paid at the top of each quarter so they have the cash on hand to do all the work. Things are not always what they seem or are demanded to be. Stay vigilant. 🫡