RFIs are out of control
(This article was first published in Campaign Magazine 23.12.2014) RFI submissions have somehow morphed from questionnaire responses into creative showcases, requiring significant investment of time and money. At a recent RFI awards ceremony a high-cost brochure clad in Perspex and one-off magazine with a video were lauded for their high-production values. I fear that we’re regressing to the beauty parades of the 80s and 90s, but just in brochure form. So what is the problem?