Finding the right partner: Guidelines for agency search

For marketers, the process of finding the right agency can be complex and time-consuming. Equally, agencies may find it unnerving and have no protection against their pitched ideas being used without compensation.

Finding the right partner: Guidelines for agency search

Chuck Kapelke

For marketers, the process of finding the right agency can be complex and time-consuming, as a whole ballroom of potential candidates must be narrowed down to find just the right partner for the job. For agencies, meanwhile, the courtship can be an unnerving guessing game, as teams find themselves navigating procurement offices with little understanding of marketing, or worse, find that the ideas they pitched are later used without compensation.

To address such challenges, the ANA's Agency Relations Committee collaborated with the American Association of Advertising Agencies (4A's) to establish...

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