Somebody'll do it

There’s an RFP floating around Washington right now for a well-known product of a well-known entity. I can’t think of an agency that wouldn’t love to do the work.

But I really disagree with the way they are going about it. They are looking for (and I quote here) “creative services for [NAME], including overall branding, advertisements for outdoor, print, and online, and web graphics.” It’s (again quoting the RFP) a “unique trade opportunity.” As in “no cash money.”

This particular organization is an honored entity with a good local and national reputation. Certainly this particular product segment is. And it’s possible that some sort of organizational by-laws or just plain economics precludes paying money for the services they need. Who knows?

But what they have to offer is of limited value to an agency, unless they were open to allowing for re-sale, which they are not. Great for other kinds of businesses, but not ours.

This is certainly not the toughest RFP I’ve ever seen, but it’s going to take some effort to complete it. And, of course, in order to compete for this trade-only project, you have to (get this) provide them with four years of financials ― including your pre-tax profit. For a piece of business that will bring in no money and will almost certainly have an adverse impact on next years’ pre-tax profit.

It seems just a bit wrong to ask a creative agency to take on a project and, essentially, give away what they have of value.

I have a counter-offer. We’ll do the work (and there is no doubt in my mind but that we could do a good job of it either). They’ll pay us a fair dollar, and in return, we’ll feature them and the work on our web site. How’s that? It’s certainly a “unique trade opportunity”.

Look, I don’t mean to unduly disrespect anybody here, but an RFP for trade? It just seems a little lopsided to me.

Like I said, somebody will respond. Probably somebody good, too. Somebody small and good and willing to take on what is essentially pro-bono work in order to solidify a creative reputation. Or somebody big who wants the assumed creative freedom and the opportunity for a status roster account and can afford not to make a profit on this one. Look for the work in the DC Addy showcase next year. So in that sense, I guess these guys are taking the right road. I’m just a bit put off by it.

Of course, this is just my own personal Woody Hinkle opinion. And everybody knows I’m more or less an idiot.