In today’s competitive landscape, experiential and event agencies often find themselves investing significant time, money and resources in responding to Requests for Proposals (RFPs). According to a 2022 survey by the 4As (the American Association of Advertising Agencies), nearly 80% of agencies reported they devoted substantial resources to unproductive or overly competitive RFP processes. This discrepancy between effort and reward can strain agency budgets, tie up creative teams and affect team morale. One common challenge arises when brands distribute RFPs to five or more agencies for relatively small projects—some even under a $30,000 budget. While RFPs have traditionally been reserved for larger engagements or agency-of-record relationships, the current trend sees many smaller, tactical projects moving through these cumbersome processes. This not only stretches agencies thin but also leads to a flurry of proposals for clients to sort through. Narrowing the field to two or three pre-qualified agencies could save both sides considerable time and ensure deeper, more meaningful collaboration. One potential solution is the formation of a coalition or industry association dedicated to experiential and event agencies, similar to coalitions in architecture (the American Institute of Architects) or legal services (the American Bar Association). These organizations set guidelines for fair practice, protect the integrity of their members’ work, and advocate for standardized pricing and fee structures. For experiential agencies, a coalition could establish best practices around RFP minimums, clarify expectations for idea ownership and encourage a more deliberate, transparent selection process. Adopting these guidelines benefits clients as well. By limiting the number of agencies involved, brands receive more thorough, high-quality proposals from teams that can dedicate focused attention to their brief. Likewise, agencies can be more selective and confident in providing their best ideas, knowing they won’t be handed off to a cheaper competitor. Clear parameters around budget thresholds for RFPs, standardized timelines and respect for intellectual property help foster mutually beneficial relationships, rather than contentious or transactional interactions. It’s important to note that these recommendations are not meant to alienate or criticize clients. Instead, they serve as a roadmap for more efficient and equitable engagements. When an agency knows its pitch effort aligns with a meaningful opportunity, it can dedicate the right resources, develop compelling insights and deliver measurable results. Brands, in turn, receive high-impact, innovative concepts from motivated teams that feel respected and valued. Addressing RFP challenges requires collaboration across the industry. By forming a united coalition, agencies can ensure that their pitches and creative assets are protected, while clients benefit from streamlined processes and higher-quality proposals. Through open communication, defined standards and mutual respect, agencies and brands can continue to create memorable, impactful experiences in a way that is profitable and sustainable for everyone involved. With over a decade of experience in XM (experience management) and events, Monica Gomez founded The Concierge Club to redefine high-touch brand experiences. Her vision and drive have earned the trust of global brands, transforming ambitious ideas into seamless, impactful experiences. Share your thoughts on the Ignite LinkedIn page! ALL TOGETHER NOW! An industry pro advocates for standardized RFP Processes by Monica Gomez Spring 2025 | Ignitemag.ca | 33
