When hiring a new advertising agency, the Request for Proposal (RFP) is the go-to approach for choosing the right partner. Sure, RFPs usually cover the basics like capabilities and costs, but there’s more to it than that. You also want to find an agency that truly "fits"—meaning they align with your culture, share your values, complement your working style, and have the potential for a long-term relationship. Here's why fit matters and how you can structure your RFP to uncove