Pros:

- Has generated a lot more interest than otherwise likely.

- The medium is the message - so it will be instantly evident who gets it - who doesn’t.

- Open the process up to agencies beyond the “usual suspects.”

- If you can get creative with 140 characters, well, the rest is a cake walk.

- Putting a limit on how much any agency gets to sing its own praises is always a good idea.

- Jkretch now has a lot more followers - so will Current TV.

Cons:

- Is it really wise to build a pitch list for the future of a business on the basis of agencies tweet prowess?

- The twitteRFP might help give insight to an agency’s familiarity with social media, but won’t tell you much else.

- Is the twitteRFP guilty of the same “information overload” criticism leveled at Twitter itself?  

- Is it just a stunt to get more agency people to think about Current TV?

What do you think?

Not sure if anyone noticed, but things are pretty tough right now. Funny how falling stock markets, rocketing unemployment and plummeting confidence has that effect. And while almost no brand is recession proof, here's a prediction; I bet when you make the decision to cut back in certain areas – the brands that will suffer the least will be the ones you LOVE. And I bet if you ask your friends you'll find the same thing is true.

Ironically however, I also bet that despite this we're not likely to see an increase in campaigns from brands that are designed to "build the love." To the contrary, we are already seeing a rise in ads that are very transactional, business – like and well, loveless. Not that there's anything wrong with transactions. It's just that if it's true the beloved brands will fair better, it seems it might make sense to pepper in a bit of lovability along with those offers. Just sayin'.