I crossed over to business development at Copacino Fujikado, an independent, mid-sized advertising agency, about a year ago. Since then, I’ve been on the receiving end of numerous RFPs, and the perspective shift has been eye-opening. I’ve seen firsthand what helps agencies deliver their sharpest thinking, and what leaves them guessing. When we’re flying blind, we can’t do our best work. The RFP process shouldn’t be a test of how well an agency operates in isolation; it should be the start of a partnership. Consider this a call for a more collaborative approach. Clients, you’ll get better ideas and better outcomes because of it.
For many brands, the RFP process is designed to create distance. A tightly written brief. A fixed timeline. Limited access. Carefully controlled Q&A. On paper, it feels fair and objective.
In reality? The best work rarely comes from a vacuum.
At Copacino Fujikado, we believe breakthrough ideas don’t come from isolation, they come from collaboration. If the goal of an RFP is to find an agency partner capable of delivering bold, effective work, then the process itself should reflect how you expect that partnership to function in real life.
Here’s what I’ve learned about how clients can get better thinking and better long-term partnerships from their RFP process.
One of the most common gaps in RFPs is the absence of a budget. We understand the instinct: keep agencies focused on the idea, not the money.
But in practice, the opposite happens.
Without a budget range, agencies are forced to guess: Are we solving for a $250K activation or a $5M integrated campaign? Should we be thinking scrappy and targeted, or expansive and national? Are we building a test-and-learn roadmap or a brand platform built to last?
Great strategy is shaped by constraints. Media strategy, production approach, channel mix, and even creative ambition are all informed by investment level. When you provide a realistic budget range, you’re not limiting ideas, you’re empowering sharper ones.
This aligns with our belief that every brand deserves breakthrough work, not just brands in sexy categories or with unlimited budgets. Breakthrough doesn’t mean extravagant. It means right-sized, intentional, and impactful.
Including a budget signals transparency and trust. It tells the agency: We’re serious about making this work in the real world.
We are fueled by curiosity. We never stop asking “Why?” and “What if?”
An RFP that limits interaction to a single Q&A document prevents that curiosity from doing its job.
The strongest agency thinking doesn’t come from perfectly answering a static brief. It comes from probing the edges: What’s the real business tension? Where has the brand been burned before? What internal dynamics might affect adoption? What truths are hiding beneath the surface?
When clients allow collaborative working sessions (even one or two structured conversations) the quality of thinking increases exponentially. Agencies can refine hypotheses, pressure-test insights, and move beyond surface-level responses.
This isn’t about giving one agency an unfair advantage. It’s about giving every agency the opportunity to sharpen its thinking through dialogue.
If you ultimately want an agency partner who challenges you, pushes for stronger ideas, and uncovers deeper human truths, the RFP should create space for that behavior from day one.
An RFP often becomes a performance. Agencies polish every slide. Clients stay guarded. Everyone is on their “best behavior.”
But the most important question isn’t just “Who had the best idea?” It’s “Who do we want to build with?”
If you expect open debate, iteration, shared problem solving and honest conversations in your agency partner, structure the RFP to allow it.
Give feedback between rounds. Allow agencies to refine thinking. Be candid about concerns. See how the agency responds when challenged. That’s when you learn how they truly operate.
At Co, one of our core values is Find a Way; we run toward challenges and solve problems together. But that mindset only shines in an environment where real dialogue is possible.
The RFP shouldn’t just identify who can present the flashiest deck. It should reveal who listens deeply. Who asks smart questions. Who scales ideas intelligently. Who collaborates with respect. Who treats your business like it matters.
Selecting an advertising agency is one of the most important decisions a marketing team makes. When clients lean into collaboration during the RFP, they don’t just get sharper thinking in the moment, they set the foundation for a stronger, more productive partnership long after the contract is signed.
If you want breakthrough work that wins attention without shouting for it, then start by creating an RFP process that invites partnership, not performance.
Because the best pitches don’t feel like auditions. They feel like the first chapter of something great.
Cameron Wicker brings over 20 years of experience to Copacino Fujikado Advertising, having led teams on both the agency and client side across travel and hospitality, finance, and healthcare. Known for a curious mindset and a bias for action, Cameron is focused on driving new business growth by building meaningful client partnerships and uncovering opportunities that turn ambitious brands into standout work.
