Americans launch guidelines for agency search


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Agency search has become an increasingly important industry dynamic. The growth of emerging digital, mobile and social media has led to a proliferation of new agencies and an expanded client interest in exploring specialist expertise to complement (or replace) existing agencies of record.

An ANA (Association of National Advertisers)/ 4A's (American Association of Advertising Agencies) task force, comprised of seasoned agency and marketer experts, has developed guidance for agency searches. The objective of the ANA/4A's Guidelines for Agency Search is to document and publicize best practices for both clients and agencies to consider in the agency search and selection process.

You can download ANA/4As' document in WFA's online collection of guidelines, best practices and insights related to pitching that have been published by our national association members.

To know more, please contact Rob Dreblow at

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