Cedar Hill RFP

REQUEST FOR PROPOSAL -- RFP 2023-100-1 4 THE CITY OF CEDAR HILL Branding & Marketing Services Project A – Citywide Branding | Project B – Cedar Hill Nature Corridor It’s All About Trust “Advertising is not about clever headlines and trendy slogans. It is about a group of craftspeople understanding the heartbeat of a client and translating this in a way that is compelling to consumers over time. This can’t happen with short-term agency relationships. This requires trust between agency people and client leadership. Agencies become more efficient as they learn to chart courses through client organizations. Well-oiled relationships take labor out of the process of creating advertising. Ultimately, this is the best way to keep unnecessary costs out of the advertising mix. Repeated change in agency relationships means new learning curves, inefficiencies, and higher costs. Client industry knowledge and expertise at the agency grows in direct proportion to the stability of the client agency team. As outsiders, agencies become indispensable resources to clients in providing competitive intelligence and industry opportunities that can be exploited through great advertising.” Bill Fritsch Why Some Ad Agency Relationships Stand the Test of Time.