AB-2025-06016 - Strategic Media Partner(s)

The intent of this RFP is to identify one or more proponent(s) with whom ATB may enter into negotiations regarding an agreement for a partner with an Agency of Record (AOR) or Agencies of Record that will manage our media buying and strategy to drive overall business growth.

The evolving media landscape has created unprecedented challenges: increasingly complex customer journeys, channel proliferation, and fragmented operational landscapes that are difficult to navigate effectively. The proliferation of Artificial Intelligence (AI) technologies has made agility, brand safety, and cutting through clutter more critical than ever. These conditions necessitate operational excellence and future-thinking media expertise.

To adapt, we are considering a multi-agency model that integrates highly specialized media partner(s) to enhance our paid media efforts. This approach would leverage niche audience and channel expertise, emerging trends, and innovative strategies while maintaining cohesive, collaborative frameworks.

This RFP is open to agencies with various operational structures - whether full-service or specialized in certain channels, industry or audience, local or national, large or small. We particularly welcome proposals from agencies specializing in financial services due to their understanding of industry nuances and regulatory requirements.