RFP or Brief? Choosing the Right Process for the Ask

Not every project needs a formal proposal. Sometimes, a clear brief and a conversation are the better path.

RFPs have their place. When thoughtfully constructed, they bring structure, consistency, and fairness to complex decisions. They help compare options side by side, especially when the stakes are high or the partners are unfamiliar. But not every assignment benefits from that level of formality. Sometimes, what you need isn’t a formal competition; it’s a focused brief, a trusted partner, and a fast path to action.

Making the brief vs RFP call isn’t just about paperwork. It’s about intent, relationship, and readiness.

When a Brief is Enough

A brief is often the right tool when you’re working with a known partner and the path forward is relatively clear. If there’s already an MSA or rate card in place, and the scope is straightforward, a brief allows you to move quickly, without skipping thoughtfulness. It assumes trust, and it invites collaboration. You’re not evaluating; you’re co-creating.

Even when you’re still shaping the work, a brief can be the better option. If the scope isn’t fully defined or internal alignment is still evolving, an RFP can lock in assumptions too early. A brief allows room for dialogue: space to test ideas, refine priorities, and align on what success really looks like before proposals are written.

Some organizations also prefer briefs when the focus is on early-stage exploration or high-trust collaboration. That doesn’t mean RFPs stifle creativity; a well-written RFP can absolutely invite originality and strategic depth. But if your goal is to work closely with a partner you already trust, a brief may help you move into that strategic conversation faster, without the added formality or comparative structure of an RFP.

And of course, sometimes it’s just a matter of scope. A short-term project or quick-turn assignment (such as a video, event, or influencer campaign) may not warrant a full RFP. When the stakes are low and the relationship is strong, a brief keeps things moving.

When an RFP Still Makes Sense

None of this is to say RFPs should be avoided. They’re often the right choice when you’re opening the door to new partners, reviewing multiple incumbents, or navigating a procurement-driven environment. RFPs provide consistency, transparency, and documentation, particularly useful when the work is complex, long-term, or politically sensitive.

They also help when you need to cast a wider net or justify a decision internally. The structure of an RFP helps level the playing field, manage risk, and ensure that every agency has the same information – and the same opportunity to shine.

Choosing the Right Tool for the Moment

It starts with clarity about your goals. If you need to evaluate new options, or demonstrate due diligence in the selection process, an RFP is likely your best path. But if your goals are speed, strategy, and shared context, and the relationship is already in place, a brief can get you there faster.

This isn’t about taking shortcuts. It’s about choosing the right process for where you are and what you need. Not every ask needs to be standardized. And not every relationship starts with a pitch.

Sometimes, a great conversation starts with a great brief.

Next up: Why it pays to give feedback, even when you’ve made your choice.

Smart organizations know that stronger RFPs lead to better partnerships. We help teams clarify what they really need, sharpen their evaluation criteria, and structure the RFP to attract the right response from the right partners. Whether you’re looking for a topline diagnostic, a strategic rewrite, or a full-process tune-up, we can help. Let’s talk.

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