Not only has the retailer only just sent out requests for information for a pitch that it announced more than a month ago, but it has also approached almost every agency inside the country's top 25.
However, you also couldn't accuse the marketing department of being naive about the pitch process and the work it can create because the RFI eschews the usual numerous questions that can lead to up to 30 pages of answers, and instead comes in at a nifty single side of A4.
In fact, the process is looking so easy that pretty much everyone is thinking of throwing their hat in the ring, despite reservations about both the creative opportunity and the eventual spend.
Less encouraging is news that the first stage of the £100 million global Zurich media review kicked off last week with initial meetings taking place with the competing agencies Carat, Mindshare and the incumbent, ZenithOptimedia.
More lengthy pitches are expected to follow with agency sources indicating that, at local level at least, the review is shaping up to be one of the more process-driven around. Whole rainforests are apparently being endangered as agencies complete reams of buying charts.
The car rental company Avis, meanwhile, which called a pitch earlier this month to find an agency to work across its digital and direct marketing account, has decided to split its business into three parts. Agencies are now being asked to pitch separately for the digital, customer relationship marketing and online media elements, rather than together as was first planned. First up at the end of this month is the digital pitch, with the contest for media and CRM due to follow in early March.