More details on Zappos' squashed RFP

Before canceling the RFP it put out in May, Zappos was looking for a full-service agency to position it as a "one-stop shop online retailer that offers a range of products from footwear to handbags, accessories to beauty and beyond."

Before canceling the RFP it put out in May, Zappos was looking for a full-service agency to position it as a “one-stop shop online retailer that offers a range of products from footwear to handbags, accessories to beauty and beyond.”

While Zappos decided to stick with its incumbent agency, Kel & Partners, at some point, the company issued the review to find a firm to focus on 11 key objectives. These included culture, clothing and content messaging, private label, building community, b-to-b, events, stunts, PR activation, and social and new media, according to documents obtained by PRWeek.

Each agency that submitted for the RFP had to include agency fee information, media relations experience, an agency overview, current client lists and client success stories, account team structures, industry experience, and plans for handling the Zappos account. 

The candidates were given about three weeks to submit their proposals, and presentations were expected to take place the week of June 11. 

At the end of June, brand marketing manager Michelle Thomas, who worked at the company since September 2007, left Zappos.  

Diane Coffey, VP of PR at Kel & Partners and the lead on the Zappos account, told PRWeek that the agency is primarily handling traditional media, for online, print, and TV, along with some blogger outreach. 

“It's business as usual,” she said. 

Kel & Partners and Zappos representatives declined to comment on why the RFP was pulled, but Coffey said Kel will remain on the account through the end of the year, which means another RFP may be in the works for 2013. 

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