World’s Worst RFP
The World’s Worst RFP takes aim at one of the most contentious and archaic practises in advertising: the agency pitch. It aims to hammer home the point that pitching is a huge waste of time, energy and money.
Inspired by post-game media scrums in professional sports, the tragicomic film features the client responsible for the RFP, as well as the so-called "winners" and "losers" addressing a throng of reporters at a press conference. It would truly be sad if it weren't so funny. Or perhaps it's the other way around.
The video was accompanied by a thought-leadership piece at smarterpitch.com where consolidated observations about the pitch process were listed. Clients, agencies, pitch consultants and other industry players are invited to add to the list by using #smarterpitch.
Zulu Alpha Kilo stands out as a maverick global indie agency within the fiercely competitive advertising industry dominated by global holding companies.
Launched in 2008 by renowned Chief Creative Officer & founder Zak Mroueh, the shop has built a reputation as an industry outlier and is one of the most respected independent agencies in the world. Zulu has consistently produced ground-breaking ideas for its clients while challenging industry conventions, including pitches, award shows, and the focus on growth and profit over creative output.
Zulu’s founding belief is that it’s not in the digital, design or advertising business. It’s in the bravery business. Creative bravery is what drives decision making. Its sole purpose as a company is their belief that the ‘world needs more creativity’. Zulu supports causes they believe in and uses its creativity for the greater good as a company. They also believe that when clients truly embrace creativity, it can transform their world and their business. The indie shop’s ambition is to do the most ground-breaking work in the world and become the world’s number one creative company.
In 2016, Ad Age named Zulu small agency of the year and 2017’s International Small Agency of the Year. They were also named one of Forbes Best Small Companies in 2018, The Drum’s Agency of the Year 2021 and Campaign US 2021 Independent Agency of the Year. With 140 staff in Toronto, New York and Vancouver, the shop is a magnet for top global talent. Over the past 10 years, Zulu has delivered impressive results for brands like Subaru, Corona, Puma, Uber, Harley-Davidson, Coca-Cola, Whirlpool and Tim Hortons to name a few.
