British Marketing Bodies Agree Multi-Discipline Joint Guidelines

26 June 2002

The five industry bodies representing the UK’s different marketing sectors will next Monday present their unified guidelines to an audience of new business directors, managing directors, chief executives and client purchasing and marketing directors

Known simply as The Guide, the 28-section document represents input from the Direct Marketing Association, the Institute of Practitioners in Advertising, the Incorporated Society of British Advertisers, the Marketing Communication Consultants Association, and the Public Relations Consultants Association.

The Guide – which builds on the joint industry pitch guide first published in 1996 by ISBA, IPA and DMA – is divided into two main segments:

(1) The ten points to consider before undertaking an agency review.

(2) A ten-point guide covering search, selection, implementation and relationship management.

Among the topics covered are …

• A ‘decision tree’ for clients on search, selection and management

• Time considerations, confidentiality and copyright

• Business ethics

• Involving consultants, procurement or purchasing colleagues

• Recommended numbers for longlists, shortlists and pitch lists

• Advice on pitch fees and agency remuneration

• Trial projects, workshops

• PR sensitivities and feedback

• Contractual follow-up and agreeing objectives

• How to maintain a good working relationship

• Measuring and reporting effectiveness

Says IPA director general Hamish Pringle: “The partnership between agencies and clients builds valuable brands and corporate reputations – it’s essential that we share best practice in establishing and maintaining these key relationships.”

The Guide can be downloaded as of July 1 from any of the five organizations’ websites (links below) or is available in hard copy version for £10 (members) and £20 (non-members). ISBA IPA MCCA PRCA DMA

Data sourced from: IPA Online (UK); additional content by WARC staff