November 19, 2012

Aloft conducts agency-review process over Twitter

Starwood Hotels' Aloft chain has opened up what it's dubbing an "RFTweet" over the social network, inviting agencies to pitch its business using 140 characters or less.

The first question posed yesterday in a tweet reads, "Q1: Many PR agencies can create buzz -- how does YOUR agency stand out from all the noise?" That's the first in a line of questions that Aloft's official Twitter feed will send out as it solicits responses from agencies over the next three weeks.

A handful of agencies have already jumped into the fray and responded to the first question, including well-known shops like Allison & Partners and Havas PR.

The move by Aloft is an unusual one given marketers typically do their best not to publicize their internal processes for selecting agency partners. But the "RFTweet" is just the latest in a wave of attempts over the past couple of years to restructure the agency-search process. Other novel -- and highly controversial -- reviews we've seen in the past couple of years include open callslaunched over emailto the use of "e-auctions" to Pinterest boards.

Get the full story at Advertising Age