I love that companies come to my creative agency with big ideas about how to solve their business problem. But if you think of a brand-agency partnership like a marriage, sometimes these relationships are skipping over the messiness of getting to know one another first. Starting the relationship with an RFP is like bringing a prenup on the first date.
I understand why companies do this. Brand managers know their business, they’ve kissed a lot of frogs, and their bosses are urging them to settle down and execute on a plan. The upside to that approach is that with a clear solution in mind, an agency can usually throw resources at that immediate need and fill it.