Current TV’s Twitter RFP: Winners, Losers and Rubberneckers
Angela Natividad at Adrants provides a helpful (albeit incomplete, I have heard from a number of people involved) summary of the results–and perhaps more importantly, some of the submissions–from the recent Twitter-based RFP issued by Current TV. Check it out here and see what agencies like 22 Squared, Modernista, the Wexley School for Girls and the client thought were clever.
You can also see the agencies (and some of the submissions therefrom) that the client thought weren’t quite clever enough. (There’s nothing more fun than showing your idea to a virtual stadium full of people and being smote down for all to see, eh lads?)
Despite the circus that sprang up around this RFP, I’m not sure I see this method catching on. For one thing, I’ve heard a number of complaints that the short list didn’t remain short. In other words, Current TV started the process off by assuring participants that five agencies would advance. 17 did. How many agencies would have been willing to raise their skirts over their heads on Twitter if they knew the reward was a 17-to-1 shot at the business?
More to the point, however, the creativity with which an agency can respond via Twitter is a measure of something, but I’m reasonably sure it’s not a good measure of its ability to deliver the panoply of marketing services that most clients require in an increasingly complex media landscape.
Nevertheless, a tip of the hat to Jordan Kretchmer and Current TV for kicking up some dust around their brand and, one hopes, teaching agencies a bit about how to calibrate their responses the next time something similar comes around.