Exactly how do Ad Agencies get on the RFP List?

When a company puts their Ad agency on Review and there is a RFP floating, how do these other agencies get to bid on it? 

It’s a funny question because most of the time many of us find out in the Media when it hits Google news,  much of the time after there is a press release saying ‘6 agencies are competing for company X’s creative business’

Well exactly how did those 6 agencies get to bid in the first place?

It’s intresting to say the least,  most SEO Agencies never get thrown into RFP’s like that.  Rather we just get called when something is wrong.  IE: not showing up anywhere in the search engines organically.

Any Answers?

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