The pros and cons of independent agencies participating in the RFP (Request for Proposal) process? Whoo boy, there are all kinds of opinions on that chestnut. In our first Indie Debate, John Kovacevich of Agency SOS, Travis Reeb of Good Conduct, and Leslie Stordahl of Superfantastico bring their unique perspectives on whether indie agencies should play the RFP game.
Our panelists had thoughts.
Reeb championed the fight—seeing RFPs as a battleground where indie agencies can prove themselves—Stordahl advocated for conscientious objection, refusing to give away free work. Kovacevich emphasized compensation, arguing that agencies should never undervalue their ideas.
The discussion also included strategies for protecting intellectual property, navigating the commoditization of creativity, and identifying the right RFP opportunities.
Should Indie Agencies Participate in RFPs?
- Travis Reeb (“Fight”): Indie agencies need to prove their creative mettle to gain visibility. “David didn’t beat Goliath by skipping the fight,” he argued.
- Leslie Stordahl (“Conscientious Objector”): Free work is an industry problem, and indie agencies should refuse to participate. “A bunch of free work is a little bit of bullshit,” she stated.
- John Kovacevich (“Compensation”): Agencies should always be paid for their work. “I have this radical idea that agencies should get paid for the work that we do.”
The RFP System: Built for Big Agencies?
- The RFP process was originally designed for large agencies with extra resources. Indie agencies need to ask clients why they’re looking at smaller shops.
- Understanding a client’s intent can help indie agencies position themselves strategically.
- Kovacevich suggested rewriting the rules by setting alternative terms, such as his agency’s 10-10-10 model (10 ideas, 10 days, $10,000).
Protecting IP: How Do You Keep Your Ideas Safe?
- Reeb: Idea theft happens, but indie agencies should still use pitches to showcase their strategic thinking. “If we’ve done our job well in the pitch, our name will start to percolate and get new opportunities.”
- Stordahl: IP theft is inevitable unless agencies refuse to give away ideas. “If anybody has been in this industry for any period of time, you’ve had something stolen.”
- Kovacevich: The best way to protect IP is to ensure agencies get paid upfront. “Once you pay for it, it’s yours. So pay us for the ideas, and you can do whatever you want with it.”
The Cost of Pitching: Can Indies Afford It?
- Large agencies can afford to spend hundreds of thousands on pitches. Indie agencies can’t.
- Stordahl: Indies must sacrifice their own time, and many simply can’t afford to play by big agency rules.
- Reeb: While unpaid pitches require careful evaluation, the right opportunities justify the investment. “If we think we can win and the opportunity feels right, we’re in.”
Finding the Right Clients: Are Indies Chasing the Wrong Brands?
- Kovacevich: Indie agencies should stop chasing the same 10 major brands that big agencies target. “There are so many companies that need our help that aren’t Target or Chevrolet.”
- Reeb: The indie model fosters deeper relationships and trust, making it attractive to brands looking for real creative partnerships.
- Stordahl: Indies need to define what makes them unique and articulate that clearly to clients.
Final Words of Advice
- Reeb: “Know who you are and stick to who you are.”
- Stordahl: “Don’t give it away for free. If we all refused, clients would have to rethink the process.”
- Kovacevich: “You are worth the lowest amount you are willing to work for. If that’s zero, don’t be surprised if you get taken advantage of.”
- About the Author
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
