The Metro marketing RFP, as you can see from the posts and comments on our site, has touched off quite a debate within the DC communications community. In addition, Matt Smith, SmithGifford, in his Aug. 2 blog post we've reprinted below, notes that he's heard from peers who praise his courage in speaking out but don't want to go public on what's wrong with the Metro RFP. Here's Matt's full post:
For those of you that follow us, or if you are one of the 6000 visitors to our website a month, I am asking that you step up and do your part in a boycott of the latest over 80 page RFP put out by our DC metro. I also want to stress that even though I dislike RFP’s, I understand them… and when a good one comes in.. It makes it very easy to be smart and a joy to fill out. The danger here is to look like we will publicly chastise your RFP and nothing could be further from the truth.
This RFP though is different. This is a service that we all use and have no choice in the matter. It touches all of us here in DC, and is a critical artery in our hearts and way of life here. It can not fail…. The other thing, is that the product is good. It works well, and the employees work very hard to keep an aged system working that way. Yes there are problems. But look at any metro system. They are all under funded and over worked. Add to that the expansion and this is the time to make sure its all done right. And for that matter, communicated correctly. As you can see, this is business, not some emotional rant. The recent..2nd RFP put out by the Metro is just one more long wind bag of an RFP that are put out by many companies…But twice? And with no direction.. There is no way to answer this one.. NO WAY.. Oh it can be done.. After all we are all masters of hot air and vacuous dribble… But not this one.. this has to be smart, thought through, and work.. And it all starts with the Metro. Not an Ad agency that is just checking boxes. So, I am calling on all the agencies to send a message to the metro… Be a good, smart client. Be smart… Make us smarter and think harder. Don’t just pass your bureaucracy along to the ad agency.. As they say.. Crap in… crap out..
We here at SmithGifford are partners with our clients and co-workers. Partners. That means when times are tough we chip in. We work with them not for them. We bleed when they bleed. And they do the same for us. It’s all based on trust and respect. Same with the staff. We are all in this together. That all starts at the beginning of the relationship, and in time should grow into a true partnership. No Larry Tates here…This sort of RFP sets up a bad relationship from the start. And is doomed to fail. There is no partnership. Oh there might be amongst individuals after all this is done. But the process and lack of focus and direction will never find the best team… or for that fact, the best result. It’s doomed from the start. Not on my metro. My cleaners, or software company… OK, that’s up to them.. But my life does not depend on those. This does..
Are we alone in this Don Quixote run? No. I am getting emails from many agencies praising our courage. But interestingly enough, no one will let it be known publicly. It’s suicide. What sort of marketing manager wants to deal with someone like us? Honestly… the sort of CMO that wants their agency to be a partner. One that wants the work to be not good, but great. A team, that includes the client, their boss, and the team captain… The public. They deserve better. We deserve better… Metro deserves better. So step up.. Make it known where you stand, even if you think we are fools… But at least step up and have an opinion… Now is the time for you to be heard as one community voice.. otherwise.. next year.. 300 page RFP’s.
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