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The Madison Avenue Field GuideA field guide to marketing & advertising, by Brandon Mina

GlossaryAgency & IndustryRequest for Proposal (RFP)

Agency & Industry

Request for Proposal (RFP)

A formal document inviting agencies or vendors to submit proposals, pricing and approach for a defined scope of work.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

A request for proposal (RFP) is a formal document inviting agencies or vendors to submit proposals, pricing and their approach for a defined scope of work. It sets out objectives, requirements, evaluation criteria and timelines, so responses can be compared fairly. RFPs are common in agency reviews and technology purchasing decisions.