Choosing an agency partner has always been important. But arguably, the stakes for getting it right have never been higher. From generative AI reshaping content and new platforms changing how audiences engage, to regulations tightening, marketing and communications leaders are navigating disruption at every turn.
In this new environment, the right partner does more than execute. They accelerate market impact, shift brand perception, and drive strategic clarity across internal and external audiences. The wrong partner, on the other hand, can create drag, dilute focus, and introduce risk, especially when time and trust are in short supply.
Still, many companies are using outdated vetting systems to identify a new partner. These processes prioritize deliverables over direction, and invite tactical responses to strategic challenges.
At Highwire, we believe it’s time to take a more modern approach to the RFP.
The goal of a great RFP is to uncover alignment between your business priorities and an agency’s capabilities. But RFPs are rarely built to accomplish that. They ask for standard capabilities but neglect to clarify internal goals or constraints. Ultimately, they miss the nuance that defines successful agency partnerships from the start.
The Highwire Strategic RFP Toolkit reframes the process by bringing the right people to the table early and setting the stage for better questions.
While every communications challenge is unique, the answers to two primary questions inform the kind of partner you should be looking for and the kind of RFP you should use to find them.
This is the macro view — the context that will define what kind of agency relationship you need. Are you in growth mode? Facing market pressure? Reshaping perception? Readying for a funding event? The right partner will need to operate in that environment with fluency, speed, and an understanding for what’s ahead.
This is your signal for success. Are you aiming to grow market share? Build analyst credibility? Drive pipeline or retention? Influence new stakeholders? Knowing the answer (and aligning stakeholders around it) is the difference between activity and impact.
These two questions form the foundation of our Modern RFP framework.
With those two questions answered, you’re ready to begin your search.
You don’t need a 25-page RFP to find the right partner. But what you do need is strategic alignment with your key stakeholders and a document that reflects the way your business operates, including the outcomes you’re expected to deliver.
We’ve created four distinct RFP templates, each built around a core business scenario and designed to help you move from strategy to action. Whether you're navigating growth, rethinking reputation, managing complexity, or modernizing operations, these templates are built to surface the right thinking — and the right partner.
Each one is fully editable, intentionally focused, and structured to invite strategic, not generic, responses. Use the guidance below to determine which RFP fits your current focus.
Best if your business priority is:
Common desired outcomes include:
Best if your business priority is:
Common desired outcomes include:
Best if your business priority is:
Common desired outcomes include:
Download the Repositioning RFP
Best if your business priority is:
Common desired outcomes include:
Download the Modernization RFP
These are not “nice-to-haves,” they’re deal-breakers. That’s why every RFP version includes prompts and sections to help you capture these decisions clearly so you can assess agency responses with consistency and confidence.
These RFP templates are shaped by what we've learned from sitting on both sides of the table, crafting competitive pitches for high-stakes engagements and reviewing hundreds of RFPs across sectors like cybersecurity, health, enterprise tech, and energy.
They’re built to reflect the realities of B2B decision-making: multiple stakeholders, complex goals, and the pressure to move fast without missing what matters.
Choose the RFP that aligns to your current focus and use it as a smarter starting point to find the right strategic partner for what’s ahead.
We welcome the opportunity to respond to RFPs for strategic marketing and communications partnerships across all areas of our practice, including growth acceleration, reputation strategy, brand transformation, and marketing modernization.
To connect with our team directly, please reach out at hello@teamhighwire.com or visit teamhighwire.com/contact.