This document is a request for information (RFI) from an unnamed company seeking an advertising agency partner. It provides instructions for interested agencies to submit background information by a deadline in order to be considered for a subsequent request for proposal (RFP) process. Three agencies will be selected to submit full proposals for a three-year agency services contract with an estimated annual budget of $________. The RFI requests agency details, experience, success stories, and why the agency is a good fit for the company.

1. Ad Agency Request For Information
Purpose
Use this tool to help you design a Request for Information (RFI) for Ad Agency Selection.
Title Page
[Insert Company Name or Logo]
Ad Agency Request for Information
[Insert Date]

2. 1. Request For Information (AGENCY XYZ Name)
Based on AGENCY XYZ’s accomplishments in our industry to date, we have identified
your agency as a potential agency partner, and would like to invite your consideration in
our RFP process. Of those agencies that respond to this Request For Information, three
agencies will be asked to submit a proposal for comprehensive agency services to
demonstrate their qualifications for a three-year engagement. Additional detail on the
program objectives, competitive landscape and industry, go-to-market strategy will be
provided to all three finalists. The annual budget for agency services that will be provided
by the new agency of record is estimated at: $______ annually.
IMPORTANT NOTE: All costs related to the submission of this RFI and the subsequent
RFP must be assumed by the submitting agency. No expenses will be reimbursed.
2. Deadline
Required information is due at TIME on the XX day of MONTH, YYYY.
3. Questions Regarding RFI
All inquiries concerning this RFI should be submitted to EMAIL ADDRESS using the
subject line, “RFI INQUIRY.”
The deadline for submitting questions concerning the RFI is TIME on the XX day of
MONTH, YYYY.
4. Action Required
Please return the following information via e-mail to CONTACT EMAIL ADDRESS using the
subject line, “AGENCY RFI.”

3. Please compete the form below
Name of Firm
Address
Point of Contact (Name & Title)
Point of Contact (Phone & Email)
Website URL
Date
Is location of agency an issue? Yes/No
State your intentions below:
• Intention #1
• Intention #2
• Intention #3
List of clients (name only) that your agency has served in YOUR INDUSTRY/
VERTICAL MARKETS:
• Client #1
• Client #2
• Client #3
• Client #4
• Client #5
Are you aware of any conflicts of interest? (ex. Are you working with any of
our competitors?). Yes/No

4. If you are working with any of our competitors, please list below:
• Competitor #1
• Competitor #2
Please provide three one- paragraph success stories (not more than 150
words each) that highlight how you have helped clients achieve the following
objectives:
• List Objective #1
• List Objective #2
• List Objective #3
Success Story #1:
Success Story #2:
Success Story #3:
Please provide a 100- word explanation of why your agency is a good fit
for our company:

5. Please provide a short biography for each member of the proposed
account team:
• Biography #1:
• Biography #2:
• Biography #3:
• Biography #4:
• Biography #5:
All agencies that wish to be considered for the RFP process must return this complete
information no later than TIME, DATE. The three finalists will be notified by email of their
selection no later than DATE, and will have four weeks to prepare a proposal, which will be
presented in person at our headquarters in CITY, STATE.
(Date)
Agency Executive
Agency Name
Address
City, State ZIP