Lead with strategy, not capabilities
The first 5 pages should be a strategic POV on the brand's category — not your agency's awards. If you cannot say something insightful about their market, do not bid.
Measurement framework wins ties
When two agencies are creatively close, the one with the cleaner measurement framework wins. Specify the KPIs, the source of truth, and the cadence of reporting.
The template outline
1. Strategic POV
- Category tension in one sentence
- Brand opportunity
- Audience truth
2. Creative Approach
- Big idea statement
- Channel-by-channel manifestation
- Sample concepts (3 routes)
3. Channel & Media Plan
- Flowchart with weighted spend
- Always-on vs flighted mix
- Test & learn agenda
4. Measurement & Reporting
- Primary KPI + 2 diagnostics
- Source of truth per metric
- Weekly / monthly / quarterly cadence
5. Team & Fees
- Named team with % time
- Fee structure (retainer vs project)
- Scope assumptions and out-of-scope list
Frequently asked questions
Should agencies show real creative in an RFP?
Show concepts and creative territories, not finished campaigns. Production-quality work in a pitch deck signals you do free labor.
How long should an agency RFP response be?
40–60 slides. Anything longer and your big idea is not actually big.