4A's, ANA develop new guidelines to improve agency searches

09/25/2013 | Advertising Age (tiered subscription model)

Marketers aren't providing detailed-enough briefings to agencies as part of the search process, according to a study by the ANA and 4A's, which have developed new search guidelines and best practices. The new set follows a two-year-old best practices list that has had little adherence, particularly in the area of sharing guidance and objectives. "[E]ach review phase warrants different types and levels of client briefing information," according to the new guidelines.

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