Agency Search Information Center
ANA/4A's Guidelines for Agency Search
An ANA/4A's executive 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.
Best Practice Guidance: Ownership of Agency Ideas, Plans and Work Developed During the New Business Process
The 4A's recommends that agencies preserve ownership of new business-search ideas, plans and work product.
Best Practice Guidance: Agency Search Agreements
The 4A's recommends that agencies execute new business agreements with client prospects at the outset of every agency search.
4A's Committee Advocates Agency New Business IP Protection
Members of the 4A's new business committees encourage search consultants to specify that the rights to Intellectual Property (IP) created by agencies during the review process remain the property of the agency until the marketer either hires the agency to execute the work or the parties agree to a commercially equitable payment for the assignment of usage rights.
4A's Guidance: Post-Review Feedback
The 4A's guidance directive, "Post-Review Feedback," has been developed by the 4A's New Business Committee to help inform the agency community of best practice relating to conducting routine and formal agency assessments following participation in all major agency reviews.
Agency Search "To-Do" List
Start by Aligning Marketing Resources and Expectations
This 4A's guidance for marketers addresses agency/marketer relationship fundamentals, suggestions for evaluating agency resources and tips for conducting an agency search.
4A's Viewpoint: Problematic RFP and Pitch Behaviors
The Dirty Half-Dozen That Will Doom Your Agency Review
New Business Tool Kit
Quick must-have resources for all agency new business professionals and marketers looking to conduct an agency search.
Confidentiality of Marketing Services Position Paper
A new 4A's paper recommending that recommends that agencies remain vigilant in protecting confidential media and marketing services information arising in connection with the agency’s work for its clients.
4A's Business Development Blog
The goal for the 4A's Business Development Blog is to provide a vehicle for AAAA members (and a select group of industry new business experts) to share suggestions, best practices as well as tips, tools & tactics in order to improve the effectiveness and efficiency of industry business development and agency search activities.
4A's Review Central
Review Central is a 4A's sponsored Web platform which is structured to facilitate advertising community commentary and the exchange of timely information on agency searches, client RFP's and new business pitches.
Other Quick Links
 Agency Search Consultants List
New Business Surveys
Agency/Advertiser Value Survey, Agency Search: What Matters?
Standardized Agency New Business Questionnaire
The Standardized Agency New Business Questionnaire is designed as a recommended guideline for advertisers and agency search consultants to follow when soliciting information from ad agencies.
Conflict Policy Guidelines
This position paper addresses trends in client/agency conflict policies and reflects consideration of these issues by the 4A's New Business Committee.
A Marketer's Guide to Best Practices and Processes for Finding a New Agency
This publication, which was authored by Joanne Davis, is intended to provide guidance to marketers on how to conduct an agency search. It contains checklists, timetables, sample questionnaires and suggested best practices.
4A's/ANA Best Practices in Agency Search and Selection Process
The purpose of this document is to identify best practices that may facilitate the agency search and selection process for advertisers, agencies, and search consultants.
4A's/ANA Rules of the Road for Agency Search Consultants
This document sets forth seven “Rules of the Road” for agency search consultants to follow when conducting an agency review.
Tips, Tools, and Tactics Webinars
The Marketer's View--Leapfrog Mine Fields and Exceed Client Expectations
Lorraine Rojek was joined by Alltel Communications VP Marketing Erin Taylor; Royal Caribbean SVP Marketing Alice Norsworthy and White Castle VP Marketing Kim Bartley.
The New Age of Digital, Media, and Agency Search
The 4A's was pleased to host leading agency search consultant Catherine Bension, President and CEO, Select Resources International.
Working With Search Consultants
In November, 2007, the 4A's hosted another Webinar in its "Tools, Tips, and Tactics" series: "Working With Search Consultants, Featuring Mercer Island Group's Steve Boehler."
Agency Information
Agency profile information that is included in 4A's Agency Search has been provided by each member agency at the agency's sole discretion. The 4A's does not audit, verify or edit agency profile information. Each 4A's member agency is solely responsible for the comprehensiveness, accuracy and timeliness of the agency profile information that they post on 4A's Agency Search. If any site visitor has questions or comments pertaining to agency profile information that is posted on 4A's Agency Search the questions should be addressed to the listing agency.
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