Trends Report

Brief: How To RFP For Innovation

Follow The Four-S Approach To Drive Agencies' And Marketers' Success

May 6th, 2015
SS
Sarah Sikowitz
With contributors:
James McQuivey, PhD , Elizabeth Perez

Summary

CMOs must innovate or risk missing out on the next category-killing product or falling hopelessly behind their competitors. CMOs who lack the people or processes to drive innovation internally often turn to agencies and innovation consultancies for capability and an outside perspective. But if the CMO's team isn't prepared to ask for and incorporate the right innovation, an agency partner's chances of successfully delivering what the company needs are slim. CMOs should increase the chances of their and their agency's success by reading this brief and learning how to prepare and write a request for proposal (RFP) for innovation.

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