"Expectation of quick turnarounds has become "a common theme," said Charlie Carpenter, CEO of media and creative consultancy Creativebrief. "I've gotten RFPs in the last couple of months [with] two weeks to the deadline," said one media agency executive, speaking under Chatham House rules at Digiday's recent Media Buying Summit in Phoenix, Arizona. Meanwhile, research published on Thursday (Oct. 23) by Creativebrief highlighted the scourge of indecisive clients dragging out the pitch process from weeks into months."
"More than half (53%) of marketers surveyed said they thought the pitch process had become shorter, while 33% of agency execs agreed - and another 33% said it had lengthened. The discrepancy points to an uneven burden that's largely felt by the agencies asked to pitch. Both over-long and too-short pitch processes are turning the typical agency new business crunch into a more permanent state of affairs. Requests for proposals (RFPs) are dispatched by clients to shortlisted agencies in the early stages of a review;"
Media and creative agencies face increasing pressure from client-led new business reviews that impose both punishingly short response deadlines and protracted, indecisive timelines. Short turnarounds, including RFPs with as little as two weeks to deadline, have become common. Conversely, many clients drag reviews from weeks into months, stretching agency resources. Survey results show 53% of marketers believe pitch processes have shortened, while agency executives report mixed experiences, with a third seeing lengthening. Requests for proposals are detailed and time-consuming, and pitching typically requires substantial staff investment. The process can range from six weeks to as long as 18 months.
Read at Digiday
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