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Generally we try to avoid Adland topics––we are 'the advertising cleanse' after all!--but the tale of the Zappos pitch is unusual in that the RFP was posted on Adweek, the industry trade journal.
Zappos originally invited 16 agencies (which guarantees 15 losers) to participate in their agency review.
A couple of weeks later, AdWeek posted the story along with a link to their RFP.
The response was wild: over 170 agencies contacted them requesting to participate. From those 170, 104 ended up submitting presentations (which guarantees 103 losers). Essentially, investing time and money––giving their best ideas away for free.
QOTD : Is the agency review process in need of a review?