VF Review Poses Question: What Is A Reasonable RFP?

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Is it the RFP from hell, as some media agencies view it, or a thorough document designed to insure a rigorous and informed agency search, as the client and consultant contend?

That’s the debate over the RFP issued by Greensboro, N.C.-based VF Corporation’s procurement office last month as part of a media agency review designed to consolidate the company’s estimated $110 million media buying account, which is currently dispersed among several shops, into one.

But the demands for information in the RFP were considered so “over the top,” as one agency executive put it, that at least three of the seven known agencies contacted declined to participate.



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