The RFP Challenge: Why Most Briefs Fall Short

Selecting a new agency partner is one of the most high-stakes decisions for any brand or retailer. Yet, the Request for Proposal (RFP) process is often riddled with challenges. Marketing leaders struggle to balance clarity with ambition, while agencies wrestle with vague or overly complex briefs that miss the heart of the business problem. The result? Mismatched expectations, wasted time, and missed opportunities for growth.

Our new RFP guide cuts through the noise. It offers practical, experience-backed advice to help you build RFPs that attract the right partners, accelerate evaluation, and set the foundation for long-term success

Key Takeaways from the guide: How to Write an Effective RFP

· Define business challenges, not just deliverables: Learn how to frame your RFP around the real problems—whether that’s customer acquisition, market entry, or brand repositioning, so agencies can provide actionable, outcome-driven solutions.

· Provide complete context to get tailored responses: Discover why including your business goals, tech stack, marketing maturity, and team setup leads to stronger, more strategic proposals.

· Set clear evaluation criteria to identify the right fit: Build transparency into your process with clear scoring criteria, helping agencies self-select and allowing you to evaluate more meaningfully.

Why This Guide Is Essential for Marketing Leaders

A well-structured RFP is not only paperwork but the foundation for a partnership that drives measurable impact. By being candid, clear, and collaborative, you’ll invite the best agencies to bring their most strategic thinking forward. In short, this guide gives you the tools to transform your RFP from a transactional process into the start of a valuable partnership.

Who Should Download This Guide?

This guide is built for marketing leaders and decision-makers at brands and retailers operating in the DTC landscape. If you’re shaping budgets, leading teams, or driving brand expansion, it will help you refine your RFP process and secure stronger partnerships.

About Crealytics

Crealytics is an award-winning full-funnel digital marketing agency fueling the profitable growth of over 100 well-known B2C and B2B businesses, including ASOS, The Hut Group, Staples and Urban Outfitters. A global company with an inclusive team of 100+ international employees, we operate from our hubs in Berlin, New York, Chicago, London, and Mumbai.