Q2 Planning: 5 Brands Ready for RFPs in 2025

The key to identifying brands ready for an RFP? Follow the money and the leadership moves. Companies that have secured fresh funding, hired new marketing executives, expanded product lines, or shifted media spend are the ones most likely to seek new agency partnerships. Using intent data, competitive intelligence, and industry tracking tools, sellers can pinpoint brands in active planning cycles. Networking at industry events and leveraging CRM insights can also uncover potential buyers before they even issue an RFP.

Below, we’ve compiled a list of brands that are primed for new agency, media, and sponsorship partnerships this quarter. From Ikea’s creative review to Quince’s Series C funding and The Snow League’s launch, here’s where to focus your outreach now.

1)  Quince scores Series C, hires growth VP

Why Quince is ready for an RFP: Fresh off a $120M Series C funding round, Quince is expanding into new product categories while keeping its focus on affordability and quality. The company also brought in growth VP Leila Tovbina (ex-HelloFresh) to accelerate customer acquisition, signaling a potential shift in marketing strategy. This funding boost, combined with leadership changes, suggests Quince may be in the market for new agency support to fuel its next phase of growth.

Sales lead: Pitch ad space and agency services.

Target demographic: Millennials (female skew)

Predictive insights:

• Ramp up digital spend
• Expand influencer partnerships
• Seek agency assistance

Broadcast insights:

• YTD spend: $1.3M on national TV ads (down 52% YoY)
• 2023-2024 spend: $9.3M (up from $4.5M in 2023)
• Recent programming: NFL GameDay Morning, Gutfeld!, Special Report With Bret Baier

Digital and social insights:

• YTD spend: $3.3M (up 74% YoY)
• 2023-2024 spend: $19.6M (up 27% YoY)
• Ad placements: Instagram, Facebook, Pinterest, TikTok, WSJ.com

Agency opportunity: Likely to bring in agency support for scaling marketing efforts. Current roster: In-house media.

2)  The Snow League scores funding ahead of first season 

Why The Snow League is ready for an RFP: With $15M in fresh funding and a March 2025 launch on NBC Sports & Peacock, Shaun White’s The Snow League (TSL) needs a strong media and sponsorship strategy to drive viewership and engagement. The league’s focus on extreme sports and a highly engaged Gen-Z and Millennial audience makes this a prime opportunity for agencies and brands looking to reach young, active consumers.

Sales lead: Pitch creative, media, and sponsorship opportunities.

Target demographic: Gen-Z and Millennial men

Predictive insights:

• Increase ad spend to drive awareness
• Secure brand partnerships and sponsorships
• Explore influencer collaborations and experiential activations

Digital and social insights:

• YTD spend: $9.6K
• 1.4M impressions via Programmatic (84%) and Direct (16%)
• Ad placements: Facebook, 247Sports, CBSSports, Skinet.com

Agency Opportunity: TSL needs creative, media, and sponsorship support. Current Roster: PR AOR, Famous Last Words.

3)  BigCommerce hires CMO after increasing spend in 2024

Why BigCommerce is ready for an RFP: Newly hired CMO Michelle Suzuki is set to oversee demand generation, digital marketing, and brand strategy for BigCommerce. Given the company’s jump in ad spend and Suzuki’s history at Glassbox, expect a renewed focus on agency partnerships to drive growth in 2025.

Sales lead: Reach out to the new CMO.

Target demographic: B2C and B2B eCommerce brands

Predictive insights:

• Increase digital marketing investment
• Form industry partnerships
• Seek agency assistance

Digital and social insights:

• YTD spend: $79.9K (slightly down from $85.2K in 2024)
• 2023-2024 spend: $1.3M (up from $609.9K)
• Ad placements: Instagram, Facebook, Pinterest, YouTube, Eater.com

Agency opportunity: BigCommerce may seek creative and media agency support to optimize performance.

4)  Ikea adds new stores amid creative review

Why Ikea is ready for an RFP: Ikea is investing $2.2B into expanding its store footprint while conducting a creative agency review. This presents huge opportunities for regional advertising, media partnerships, and creative agency support to drive awareness in new markets.

Sales lead: Pitch regional ad space and agency services.

Target demographic: Millennials and Gen-Xers

Predictive insights:

• Increase digital and regional advertising
• Expand influencer and social media marketing
• Enhance eCommerce and fulfillment

Broadcast insights:

• YTD spend: $4.7M (down 52% YoY)
• 2023-2024 spend: $44.4M
• Recent programming: NHL Hockey, NFL Countdown, College Basketball

Digital and social insights:

• YTD spend: $5.7M (up 33% YoY)
• Ad placements: Facebook, YouTube, Pinterest, Instagram, TikTok

Agency opportunity: Ikea is actively seeking a new creative AOR. Current Roster:

• Work & Co (Digital)
• McCann NY (Branding and identity)
• APCO Worldwide (PR)
• Carat (Media)
• IZEA (Social)

5)  Five Iron Golf enters two new markets

Why Five Iron Golf is ready for an RFP: With major expansions in Florida and Nashville, Five Iron Golf (FIG) is ramping up marketing efforts to build brand awareness and customer engagement. Expect increased spend on digital, OOH, and experiential marketing, making this an ideal time to pitch local ad space and sponsorship opportunities.

Sales lead: Pitch local ad space, sponsorships and creative agency services.

Target demographic: Millennials and Gen-Z men

Predictive insights:

• Ramp up digital and local advertising
• Develop strategic brand partnerships
• Launch experiential marketing and influencer campaigns

Digital and social insights:

• YTD spend: $44.7K (down from $227.4K in 2024)
• 2023-2024 spend: $702.5K (up 31% YoY)
• Ad placements: Facebook, TikTok, ChicagoBusiness, YouTube

Agency opportunity: FIG is likely to outsource creative and media efforts