Client-led reviews have agencies pining for consultants

08/8/2011 | Advertising Age (tiered subscription model)

As marketers take advertising account reviews in-house, agencies are increasingly encountering client RFIs that are not tailored to marketing. Tom Finneran, the 4A's executive vice president for agency management service, said, "Say what you will about search consultants ... but at least they understand the business, and understand the importance of having a reasonable list and process and winnowing it down."

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