It’s RFP day here at G&P. That means a few things are bound to happen, like it or not: It’ll be a long day. Someone’s going to get pissed off. Something significant will change in the final hours. We will swing from 110% confience that we’ll win, to 110% positive that we won’t in a matter of seconds — a few times.

It makes it sound like a miserable part of the business. And to be honest, it’s not the best. But the reality is, it’s the starting point of the majority of relationships between clients and agencies. And the more you do, the easier it gets, and the less painful it is. It’s only frustrating because it’s a ton of emotion, a tun of work, it takes a shitload of patience, and the majority of the agencies in the mix will lose, since there’s only one winner.

It’s like the early stages of dating. You’re giving it your best, putting your best foot forward. You’re aware that the whole thing could blow up in your face, or that you just won’t be each other’s types. But, without that inital RFP, you won’t get to sit in front of the fireplace with someone making smores in the livingroom on a chilly night. Which, we think, is worth it.

So, to all the agencies competing in our most recent RFP with us: Good luck. Really. It’s a lot of work, a lot of patience, and all but one of us is gonna lose. We hope you don’t take offense to the fact that, well, we hope it’s you.