We’ve reviewed hundreds of RFPs from brands looking for agency partners, and most of them miss the mark. Bloated 100-question spreadsheets. Vague one-pagers with no real context. The result: Wasted time. Frustrated teams. Bad partnerships.

This guide flips the script. Whether you’re figuring out how to write an agency RFP from scratch or you’re rethinking your approach, we’ll show you how to write a request that gets better responses, faster.

We’ve put together a proven, editable agency RFP template, a step-by-step guide to agency RFP best practices, and smart prompts with real examples that help you attract the right partners and weed out the wrong ones.

The guide will show you how to:

• Contextualize your brand story: Give agencies the strategic insights they need to respond with clarity and creativity.
• Ask high-impact questions: Fewer questions, better answers. Learn how to draw forth innovation, reveal culture fit, and surface real strategic thinking.
• Include what matters (and cut the rest): From KPIs to scenario prompts, make sure your RFP efficiently uncovers how potential partners  think and work.
• Upgrade your asks: Swapbloated lists of vague questions for sharp prompts that connect directly to your business objectives.

Ready to write an agency RFP that actually delivers the best partner?

Download the Agency Insider’s RFP Guide + Editable Template.