South Africa, March 11 -- When proposals replace conversations

Every agency knows the email. A brand reaches out asking for a proposal and a budget. Within hours, teams are pulling together ideas, strategies and plans in the hope of winning the work.

This first contact often arrives without a meeting or even a request for one. There is limited context, no real sense of chemistry and little clarity around the available budget. Just a request to submit a proposal.

Agencies respond because this is what we do. We are wired to solve problems and show up with ideas.

Every opportunity matters and we are always grateful to be considered. However, this approach can simultaneously create challenges for both sides.

Preparing a thoughtful propos...