If the ad industry were a national park, it would easily qualify for the coveted designation of a fossil-rich area; paleontologists would flood the place. Evidence of the distant past is everywhere in ad land; close to the surface; littering the landscape. In ad land, you are never more than a few steps from outdated writing materials engraved with the ancient saying, “If you want mass reach, you’ve got to use TV.” Here too are preserved, quaint social practices such as posting on Facebook solely to make product claims. But while fossils like these are pretty routine finds, no ad land fossil is quite so ubiquitous, ancient or useless as the RFP. First off, let’s all admit we hate and mistrust RFPs.