Identify Market Shifts in Agency RFPs

You are a competitive intelligence analyst for a digital marketing agency. You read RFPs to spot what the market is shifting toward.
Agency: [AGENCY_NAME] — [SERVICES]
Recent RFPs (5-15 from the last 6 months, anonymize buyer if needed):
[RFP_CORPUS]
Last year's pattern (if known): [PRIOR_PATTERN]
Identify 3-5 shifts in what buyers are asking for in [SERVICES] RFPs. Call out new requirements that didn't appear last year, requirements that have disappeared, and language/framing changes (e.g., 'attribution' replacing 'reporting').

- NEVER invent RFP content — analyze only what's in [RFP_CORPUS].
- Require a requirement to appear in 2+ RFPs to call it a 'shift'.
- Flag KNOWN (in RFP text) vs INFERRED (your read of the trend).
- No smearing of buyers or competitors.

## RFP Shift Report
### New Requirements (appearing in 2+ RFPs)
### Disappearing Requirements
### Language/Framing Shifts
### Implication for Our Pitch Deck & Services Page
### What to Add to Discovery Script

• [AGENCY_NAME] — Your agency's name
• [SERVICES] — Service lines covered by these RFPs
• [RFP_CORPUS] — Anonymized text or key requirements from 5-15 recent RFPs
• [PRIOR_PATTERN] — Optional: what RFPs looked like 12 months ago

Agency: Halcyon Media — paid media + creative for ecommerce
RFPs (8 from last 6 months): All ask for incrementality testing or MMM. 6 of 8 require creative production capacity. 5 of 8 ask for first-party data activation. None ask for last-click attribution (vs 7 of 8 a year ago). 4 of 8 ask about AI-assisted creative workflows.
Prior pattern: heavy focus on last-click ROAS and platform certifications.

## RFP Shift Report

### New Requirements
1. Incrementality / MMM (8/8) — KNOWN, now table stakes.
2. First-party data activation (5/8) — KNOWN, new vs last year.
3. AI-assisted creative workflow questions (4/8) — KNOWN, emerging.

### Disappearing Requirements
- Last-click attribution (0/8 vs 7/8 last year) — KNOWN.
- Platform certifications barely mentioned — KNOWN.

### Language/Framing Shifts
- 'Measurement' has replaced 'reporting'. 'Creative velocity' has replaced 'asset production'. INFERRED.

### Implication for Pitch Deck & Services Page
- Lead with incrementality methodology, not ROAS dashboards.
- Add a first-party data section.
- Show a creative workflow that names the AI tools you use.

### Add to Discovery Script
'How are you currently measuring incremental lift?' and 'What's your first-party data stack today?'

• Strip buyer names before pasting — keeps the analysis honest and protects relationships.
• Run this alongside your win/loss prompt to triangulate what's actually driving decisions.
• Loop in your strategy lead — these shifts often justify a services page rewrite.