Zappos, Ignited and the RFP cattle-call

Ad agencies spend a good deal of money, time and effort trying to win business through the formal agency review process. Sometimes, the client doesn’t even take the time to look at the proposals.

That’s what ad agency Ignited learned when it submitted a proposal to Zappos in response to the web retailer’s call for submissions to win its $7 million account.

Zappos put out a request for proposals to 16 agencies this spring. But when their RFP was printed in AdWeek, Zappo’s expanded the search to let in more submissions. Eventually 104 agencies submitted proposals to win Zappos’ business.

But when Ignited started looking at the analytics of their proposal, they found Zappos spent less than five minutes with it.