How to Run an RFP for Your TV Advertising Campaigns

Your brand's message beams into millions of living rooms, driving new levels of business growth. That's the power of TV advertising. But without the right partner, that dream can quickly turn into a costly nightmare.  

According to WARC, TV generates the greatest sales impact of any form of video advertising. A TV commercial drives 44% more sales than when an ad is not seen, compared to just 37% for YouTube and 21% for Facebook ads.  

With that kind of potential, you can't afford to partner with the wrong agency or platform. Which is why many companies turn to Requests for Proposal (RFPs) to identify their best candidates. In this article, we’ll explore how to run an effective TV advertising agency RFP, when an RFP does and doesn’t make sense, and why the right approach depends heavily on your company's unique TV history, marketing strategy, and constraints.  

What are the stages of an advertising RFP process? 

The advertising agency RFP process typically involves five key phases. 

1. Preparation. This stage sets the foundation for a successful RFP. Here, you'll define your objectives, budget, target audience and evaluation criteria. Clearly articulate which factors are most important in selecting an agency. This might include industry experience, creative capabilities, media buying expertise, or data analytics prowess. The more specific you are, the better responses you'll receive.
   
   
2. Agency response. Once you've distributed your RFP, agencies will review and respond. Provide a reasonable window for responses—typically 2-4 weeks. During this time, be prepared to answer RFP questions from potential partners. This back-and-forth can provide insight into candidates’ strategy and attention to detail. 
   
   
3.  Review and shortlist. After receiving responses, your team will review submissions and create a shortlist of 2-4 top contenders. Develop a scoring system based on your evaluation criteria to ensure objectivity. Look for agencies that demonstrate a clear understanding of your needs and offer innovative solutions.  
   
   
4. Final selection. This stage often involves detailed presentations or pitch meetings with your shortlisted agencies. Use this opportunity to dive deeper into their proposals and assess cultural fit. Ask tough questions and evaluate how well they respond under pressure, chemistry with the team, and their ability to articulate a clear vision for your TV advertising strategy. Then select the agency that best aligns with your needs and goals. 
   
   
5. Onboarding and kickoff. Once you've made your selection, it's time to bring your new TV advertising partner on board. This involves contract negotiation, setting up communication channels, and aligning on processes. Plan a kickoff meeting to introduce key team members and start building your working relationship.  

What are the benefits of an RFP for TV campaigns? 

RFPs offer several advantages when seeking a TV advertising partner.  

1. An RFP gets potential vendors to come to you. This expands your options beyond known agencies, introducing you to partners you might have otherwise overlooked.  
   
   
2. Confirms the project’s scope and budget. The agency RFP process forces you to articulate your needs and project scope clearly. Ideally, this will include establishing internal alignment with senior leadership on your project from the outset. 
   
   
3. Identifies key goals and questions you’d like addressed. An RFP allows you to outline specific objectives and areas of concern upfront. This sets clear expectations from the start and ensures that responding agencies address your most pressing issues. This can save time in the long run and lead to more productive initial conversations with potential partners. 
   
   
4.  Compare apples to apples. Perhaps most importantly, standardized responses allow you to compare agencies on equal footing, making it easier to evaluate their strengths and weaknesses objectively. 
    

When does a TV agency RFP not make sense? 

While it's a classic approach, an RFP isn't always the best way to find your ideal TV partner. Here are several situations where considering alternatives to the RFP process may be worth your time.  

1. You're new to TV advertising. In this case, are you sure of your exact needs? An agency RFP may lock you into certain objectives that, with a bit more exploration, don't make the most sense for your first campaign.  
   
   
2. Speed to market is a top priority. If you need to launch quickly, the time required for a formal RFP process could be a hindrance. And if your team doesn’t have an established process for managing RFP responses, the learning curve could be too steep given your timeline. 
   
   
3.  The budget is tight. Resource constraints can also make a full RFP challenging to execute effectively, especially if you can’t afford to allocate staff to managing a complex RFP process. 
   
   
4. You need a non-traditional solution. Since it’s the traditional method for finding an advertising partner, an RFP is likely to attract traditional agencies, potentially excluding innovative or tech-driven agencies and platforms. At Marketing Architects, our All-Inclusive TV model doesn’t fit in a typical agency mold. In this case, comparing apples to apples could mean missing out on an amazing orange.  
   
   
5. You prefer a more collaborative approach. The formal—and often transactional—nature of an RFP process isn’t for everyone. If you’re more focused on finding a long-term growth partner than crossing items off an RFP checklist, a personalized approach may be a better fit. 

In these situations, consider direct outreach, agency showcases, or collaborative workshops to find your ideal TV advertising partner. The key is to choose a method that aligns with your specific needs, resources, and goals. 

Should I work with an RFP consultant? 

Bringing in an RFP consultant comes with its own pros and cons. If you have the budget and would benefit from specialized expertise, a consultant can be valuable. They may help set benchmarks, establish RFP best practices, and provide unbiased recommendations.  

However, if budget or time constraints are tight, working with a consultant means additional costs, longer timelines due to added layers of approval, and potentially less control over the RFP process. Consider your specific situation and resources when deciding whether to engage an RFP consultant. 

Partnership is always the most important factor. 

Regardless of how you find them, choosing the right TV advertising partner matters. You need an agency that understands your business goals and can craft campaigns to achieve them.  

The best partner will bring expertise, creativity, and a proven track record of success in TV advertising. While an agency RFP can help identify potential partners, the ultimate decision should be based on which agency you believe will be the strongest collaborator in achieving your TV advertising objectives.  

Exploring how TV could grow your business? At Marketing Architects, we specialize in helping brands make the most of this powerful medium. Let's chat about your TV advertising goals and how we can help you achieve them. No RFP required.