Win the RFP Stage

Using Your Response as a Strategic Trojan Horse

Chris Shumaker

An agency review expert shares proven insights and winning strategies for preparing RFP responses that give you a clear competitive advantage

About the Speaker:

Chris Shumaker spent 35 years in top new business roles incl. client conducting reviews, search consultant running reviews, and agency CMO winning reviews. He won more than his share and now writes and evaluates them as partner with review consultant Hasan Ramusevic. Chris led new business development for The Martin Agency, Grey North America, Publicis USA and globally for FCB Worldwide. He is a regular new biz instructor for 4As Institute for Advanced Advertising Studies, founding member of 4As New Business Committee and presented “Winning a Pitch Without the Winning Work” at the 4As Management Conference in 2021.


Despite how most agencies feel about completing the dreaded RFP or RFI, they’re an important screening tool that’s not going away in the foreseeable future. Rather than work against them, work with them to give your response a competitive advantage. 

How? By recognizing it for what it is – a strategic medium to make a lasting and compelling impression upon the reader that leaves the reader thinking, “I’ve got to meet these people!”

At the RFP, your agency faces more competitors than at any other stage in the review process. It is an elimination round, not pick a winner. Through close interrogation, you can find hidden agendas, identify what matters most and not only put your best foot forward, but to leap ahead in the process.  

Join Chris Shumaker, President of Hasan + Shumaker Consulting and former CMO of The Martin Agency and Global CMO of FCB Worldwide as he shares insights and strategies to responding to RFP/RFI’s in way that will set your response apart from your competition. 

Key Takeaways

  • Read between the lines and develop the most relevant theme
  • Make your cases scream valuable experience & collaboration
  • Enliven bios, write for reluctant readers and answer tough questions

Who should attend:

Competitive people who are looking for an edge. Leaders of agencies who delegate who will create the response so they can direct and support a new way, and the people charged with actually doing the work so they can understand and enhance along the way. 

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  • Individual $129
  • Conference Room (Up to 10) $329
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