4A's, ANA offer agency-search guidelines

10/3/2011 | Advertising Age (tiered subscription model)

A working group composed of agency executives and representatives of leading marketers collaborated on a document designed to offer a standardized process for the agency search. The guidelines from the 4A's and the Association of National Advertisers suggest time limits on the search process and caps on the number of participating agencies and recommend that marketers visit agency offices.

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