Prioritize Problem Solving In Media Agency RFPs

December 20th, 2016

Sarah Sikowitz

With contributors:

Brigitte Majewski , Stephanie Liu , Laura Glazer

Summary

Marketers need strategic support from media agencies to navigate the complex media buying ecosystem. Media agency requests for proposals (RFPs), however, still read like capability laundry lists and pricing exercises without opportunities for agencies to showcase problem-solving abilities. This report outlines questions and processes to help B2C marketers vet media agencies for strategic support beyond rote media buying and planning.

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