A recent RFP from the widely lauded online retailer Zappos brought in more than 100 proposals, and while dozens of agencies slaved away to try and win the $7 million account, one agency is claiming that Zappos didn't have the courtesy to devote an equal amount of time reviewing the submissions.
Ignited, which was eliminated in the first round of Zappos' quest to find an agency, submitted its proposal in the form of a blog. When Ignited checked Google Analytics for the traffic going to the blog, the agency found that only five out of 25 pages had been viewed, for an average time of 14 seconds, according to a blog post by executive creative director Mike Wolfsohn.
Wolfsohn wrote that he wasn't bitter about the outcome, but that the team at ignited was "disappointed by the process that led to it."
"If agencies are going to spend weeks preparing their response, the least any client can do is commit 30 minutes to look at it," he wrote.
The Zappos RFP was originally posted on Adweek's website, and Ignited is not the only agency to complain about the process, according to Adweek. Zappos CEO Tony Hsieh reportedly said the company was overwhelmed by the number of responses, and admitted that no one at the company was experienced in agency reviews.
