When hiring a new advertising agency, the Request for Proposal (RFP) is the go-to approach for choosing the right partner. Sure, RFPs usually cover the basics like capabilities and costs, but there’s more to it than that. You also want to find an agency that truly "fits"—meaning they align with your culture, share your values, complement your working style, and have the potential for a long-term relationship. Here's why fit matters and how you can structure your RFP to uncover it.
Why "Fit" Makes All the Difference
Marketing involves ongoing collaboration, making fit essential for success. A well-matched agency will understand your brand, resonate with your audience, and work seamlessly with your team. Here’s what to look for:
Cultural Alignment: Look for agencies that vibe with your company’s culture. They’ll be better equipped to capture your brand’s true voice.
Shared Values and Goals: Agencies with similar values create campaigns that resonate deeply with your audience.
Long-Term Potential: Finding the right fit means you’re setting up for a long, successful partnership that grows with you.
How to Structure Your RFP For a Better Fit
Showcase Who You Are: Start by sharing your mission, values, and target audience. This gives agencies a clear picture of whether they align with your brand.
Ask Questions That Matter: Include questions about their culture, collaboration style, and how they handle conflicts. This helps you see beyond the surface.
Seek Out Relevant Case Studies: Ask for examples where they’ve tackled similar challenges to yours—look for experiences that reflect what you need.
Get Them in the Room: Invite the agency for a live pitch or workshop to see how they brainstorm and work with your team. It’s a great way to gauge their style and energy.
Look for That “Spark”: If you can, visit the agency in person or do a virtual tour. Meeting the team and seeing their environment can reveal a lot about their culture.
Ready to Find the Right Partner?
Your RFP process shouldn’t just be about ticking boxes; it should help you discover an agency that’s not only skilled but truly compatible with your vision. When done right, the RFP serves as a filter to find that ideal partner who’s a perfect match for your brand’s needs.
By focusing on cultural fit, live workshops, and strategic case studies, you can ensure the RFP reveals an agency that will understand your brand and work effortlessly alongside your team. Curious about how Celtic can help elevate your marketing? Reach out to us today to explore whether we’re the perfect fit.
