Agency Search Flaws Prompt ANA, 4A’s to Update Guidelines
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Marketers need to work on issuing more detailed briefings to agencies throughout the new business search process, according to recent findings that inspired a new set of agency search guidelines from both the ANA and 4A’s.
The guidelines — which show an increased willingness between the leading trade group for marketers and leading trade group for agencies to align their messaging to members — are a follow-up to a similar, two-year-old set of best practices by both advertising organizations.
When the 4A’s and ANA recently revisited those guidelines, they discovered that their members were not adhering to the suggested practices, said Tom Finneran, exec VP of agency management services at the 4A’s. So after conducting another study earlier this year, they produced a new, more specific set of best practices throughout each stage of the search process, including the RFI, RFP and finalist stage.
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