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1. Advertising Agency RFP Template
Purpose
The purpose of this tool is to help you design a Request for Proposal (RFP) for Ad Agency
Services. An RFP is a formal invitation to request vendor proposals that meet specific
business requirements and purchasing criteria. Agencies interested in pursuing the
opportunity will respond with their approach to delivering on your requirements, provide a
detailed project plan & budget, and relevant references. An RFP is useful for expediting
the contracting process, once negotiations are complete.
How to Use this Template
Complete the following sections with your Ad Agency project team. Cut & paste this
information into a document that reflects your corporate image, and deliver your RFP to a
short-list of potential vendors for review and proposal submission. The ‘Scope of Work &
Business Requirements’ section contains a comprehensive list of potential requirements. Be
sure to cut out requirements you don’t need, and add any that are particular to your
organization.

2. Title Page
[Insert Company Name or Logo]
Ad Agency Request for Proposal
[Insert Date]

3. Table of Contents
1. General Information 3
1.1 Corporate Overview
1.2 Contact information
2. Statement of Work 3
2.1 Project Purpose
2.2 Project Scope
2.3 Project Schedule
3. Proposal Submission Procedure 4
3.1 Vendor RFP Reception
3.2 Good Faith Statement
3.3 Communication & Proposal Submission Guidelines
3.4 Evaluation Criteria
3.5 Short-list Selection
3.6 Terms of Service
3.7 Conflict of Interest
3.8 Proposal Presentation Points
3.9 Reference Accounts

4. 4. Agency Information 6
5. Estimated Budget & Resources Required 6
1. General Information
1.1 Corporate Overview
Provide a description of your organization including company size, locations, current
capabilities & systems, stakeholders, expansion plans, and the business goals you are
looking to achieve.
INSERT OVERVIEW OF COMPANY, including target customers, verticals served,
solutions offered.
INSERT INDUSTRY OVERVIEW, including competitors, relative positioning, growth
opportunities, go-to-market strategies, etc.
ROLE OF AGENCY PARTNER: what services you expect the agency to provide.
OVERVIEW: insert a paragraph on the key attributes you hope to find in the agency
you are hiring, and your reason for hiring.
1.2 Contact Information
Primary liaison contact information: Enter Name
Email to which questions should be addressed: Enter Email Address

5. Location for presentations: Enter Address, City, State/Province, and Country.
2. Statement of Work
2.1 Purpose
The purpose of this Request for Proposal (RFP) process is to invite vendors to
submit their proposal to provide Ad Agency and implementation services. This
document contains the business requirements necessary for a successful
engagement.
2.2 Scope
Outline the scope of services, such as:
 Ongoing strategic planning and creative consultation
 Content creation
 Media relations – international, national, trade, business, local
 Analyst relations
 Awards
 Product reviews
 Trade show support
 Special events
 Metrics and monitoring
2.3 Project Schedule
This schedule is based on our current timelines, but is subject to change.
Project Milestones Deadline
RFP Delivered to Agencies June 1
RFP Question Period Ends July 15
RFP Close Date July 30

6. Conduct Agency Evaluations September 1
Award Contract to Agency September 30
3. Proposal Submission Procedure
3.1 Vendor RFP Reception
By responding to this RFP, the agency agrees to be responsible for fully
understanding the requirements or other details of the RFP, and will ask any
questions to ensure such understanding is gained. [Insert your company name]
retains the right to disqualify agencies who do not demonstrate a clear
understanding of our needs. Furthermore, the right to disqualify an agency extends
past the contract award period and [insert your company name] will be at no fault,
cost, or liability.
3.2 Good Faith Statement
All information provided by [insert your company name] is offered in good faith.
Specific items are subject to change at anytime based on business circumstances.
[Insert your company name] does not guarantee that any particular item is without
error. [Insert your company name] will not be held responsible or liable for use of
this information or for any claims asserted therefrom.
3.3 Communication & Proposal Submission Guidelines
Communications shall not be effective, unless a specified procurement executive
who is responsible for managing the RFP process formally confirms these
communications in writing. In no case shall verbal communication govern over
written communications.
Please submit your proposal by [insert RFP Close Date].
Please send questions and agency proposals to:
[Insert contact name & title]
[Insert phone/email/fax contact information]

7. [Insert your company name]
[Insert department name]
[Insert mailing address]
3.4 Evaluation Criteria
All proposals will be evaluated systematically, based on the following key criterion.
The purpose of this section is to identify agencies with the interest, capabilities, and
financial stability to provide services as defined in the Scope of Work.
Following is a list of our key evaluation criteria:
 Insert Criteria
 Insert Criteria
 Insert Criteria
 Insert Criteria
 Insert Criteria
3.5 Short-list Selection
Agencies who have demonstrated their capacity to meet our needs will be contacted
via phone and/or mail to be notified of their selection to move forward in the RFP
process. Agencies, who have not been selected, will not be contacted.
3.6. Term of Service
COMPANY wishes to engage agency for a/an ____-year term with a ____-day
cancellation provision by either party.
3.7 Conflict of Interest
Proposing agencies are asked to certify that they have no conflicts of interest in
serving COMPANY.
Principal competitors are: LIST COMPETITORS. Additional companies may also be
considered competitors, and we ask that you email any questions on competitors if
you have them.

8. 3.8 Proposal Presentation Points
To keep the presentations focused, we ask that you focus on how you are going to
help us achieve the three priorities of our 2009 program, listed below:
 Priority #1
 Priority #2
 Priority #3
3.9 Reference Accounts:
Three client references should be provided at the time of your presentation,
including: Current contact name, address, phone number and email.
 Client Reference #1
 Contact Name
 Address
 Phone Number
 Email
 Client Reference #2
 Contact Name
 Address
 Phone Number
 Email
 Client Reference #3
 Contact Name
 Address
 Phone Number
 Email
4. Agency Information

9. Agencies must submit the following information to be considered:
o Corporate Overview – legal name; year of incorporation; number of
employees; income statement if available.
o Products & Services – description of all products & services supplied.
o Markets Served – description of geographic/industry markets & % of share.
o Partners – list of current business partners and roles in ecosystem.
o Customer References – provide references of customers in our industry.
5. Estimated Budget & Resources Required
All Agencies must provide a breakdown of costs related to the services provided.
Costs include, but are not limited to, fixed pricing & deliverables, billable hours (time
& materials based pricing), travel expenses, etc. Agencies must agree to keep the
quoted pricing in their proposals for a minimum of 90 days after proposal
submission.
Finally, all proposals must include a project schedule & work breakdown structure,
which identifies timelines, key milestones, project phases, or other project plan
information.