Pressure on marketing chiefs, the move toward project work and uncertainty about fees for digital assignments are resulting in lower quality request for proposals, agency execs say. But unlike the recession-era trend of accepting whatever was available, agencies are now being more discerning about the business they pursue. "Agencies are finding that jumping after everything can have a negative impact. You have cost issues, morale issues, and then you wind up parting ways. This is the learning from the aftermath," said Kristin Bloomquist, general manager at Cramer-Krasselt's Phoenix office.
Agencies are learning to turn down questionable RFPs, execs say