Current Network Makes Ad Agencies Tweet For Its Business

imageEven as developers struggle with Twitter’s abrupt platform changes — and worry about having their service shut down all together — companies are falling deeper under the spell of the micro-blogging service. The latest example: Al Gore-backed Current Network is using Twitter to pick a new ad agency.

Jordan Kretchmer, Current Network’s VP of brand, tweeted that the media company was on the hunt for a “full service ad agency partner,” and almost 70 agencies responded with tweets of all kinds: from client testimonials, to 12seconds commercials, to a link to a live-streamed brainstorming session. Adweek explains the logic behind the “Twitter RFP” (request for proposal): Since the account would require an agency well-versed in social media, why not look for one that maintained a presence on the most buzzy social media property out there?

Responding to criticism that the Twitter-based request had taken on a “carnival” feel, Ketchmer said he’d been a little overwhelmed by some of the responses — but that he never felt the process was negative. Agencies that made it to the finals include biggies like TBWAChiatDay as well as independents like Seattle-based Wexley School for Girls; Current plans to pick a winner by early summer.