Three Reasons Why Lyft's 'Wildcard' Call to Small Shops Is Distressing for Adland
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Remember the wacky spin on the request-for-proposal process Aloft hotels attempted some years back called the “RFTweet”? How about ZipCar’s cattle-call that included over a hundred agencies? Or the launch of Madam, a search consultancy mandating agencies use Pinterest to create “mood boards” and e-bid systems to win a brand’s business?
You may not recall these ill-conceived approaches to agency new business. I do — an affliction stemming from years following the minutiae of adland in my prior career as a journalist.
That’s why, when the ride-sharing startup Lyft put out its “Wildcard” search for a 10th agency to join its review yesterday, that familiar queasy feeling returned. Once again agencies have been hit with a PR stunt veiled as an effort to make agency search more hip and fun.
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