Agency Search Information Center
Last Updated: April 14, 2015
ANA/4A's Agency Selection Briefing Guidance
of the ANA/4A's Agency Selection Briefing Guidance is to provide basic guidance for
clients who are unfamiliar with the fundamentals of briefing an agency, and give clients
experienced in agency briefings additional best practices to consider.
ANA/4A's Guidelines for Agency Search
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
Best Practice Guidance: Agency Search Agreements
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
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.
Guidance | Agency Opportunity Screening Criteria
Agencies can dramatically increase new business performance by learning to be
more selective in the pursuit of client opportunities. The 4A's New Business Committee
has developed guidance "4A's Opportunity Screening Criteria" that advises that just as
clients screen out agencies to find the best fit, so should agencies screen clients.
4A's Guidance: Post-Review Feedback
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
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.
New Shoes: How Understanding Organizational Culture Improves the
Performance of the Advertising Agency Industry
Management Series publication "New Shoes" by Lorraine Stewart Lockhart includes
discussion related to the following aspects of organizational culture: How to think
about organizational culture; Core value systems; Why culture is relevant to agencies
and client marketers; How distinctive culture can WOW clients and engage employees; and
What culture is Not! This publication will help agency leaders understand the importance
of structuring and articulating distinctive and relevant agency culture as an antidote
to agency commoditization.
Other Quick Links
One Piece of Advice From Search Consultants - The 4A's asked industry leading agency search consultants to provide "One-Piece-of-Advice" that the association could share with members as they begin thinking about their new business plans.
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
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
The purpose of this document is to identify best practices that may facilitate
the agency search and selection process for advertisers, agencies, and search
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.
Accounts In Review
The 4A's maintains a cumulative
analysis of published agency review/search activity. The Accounts in Review analysis
- The account in review, winner (if known), incumbent & finalists;
- The nature of agency services that were reviewed;
- Approximate billings and/or approximate agency revenue/gross income, where known (12
ranges are specified at the end of the report);
- If a search consultant was involved the consultant is noted; and
- The marketer's business sector, designated into 34 categories.
1st Quarter Review Activity Appears to be Down From Prior Year Levels
The 4A's Accounts in Review report provides some indication that there is declining trend in first quarter review activity.
The 4A's report indicates a lower level of review activity in the first quarter 2015 than there was in both 2014 and in 2013.
|Accounts in Review
|Direct Reviews (No Consultant)
Is there truly a trend toward lower levels of reviews...or... is there a timing shift of when reviews are conducted and concluded...or maybe... there are lower levels of national press reporting on agency review activities?
When we look at "full year" 4A's Accounts in Review reports for 2013 and 2014 the levels of activity in recent years seems comparable.
|Accounts in Review
|Direct Reviews (No Consultant)
It will be interesting to monitor review activity over the remainder of 2015 to see what accounts in review trends emerge.
Interpretation and Use of 4A's Accounts in Review Information
The purpose of the 4A's Accounts in Review report is to provide sample information on the types of reviews that are being conducted and to gather information on search consultant led review activities. The 4A's Accounts in Review information is not intended to be a definitive quantitative study. The reports are based on published publicly available review information which skews toward large reviews since large reviews are the reviews that are published in the trade press. Furthermore the ad hoc methodology and somewhat limited trade press sources used to collect the information makes it likely that project reviews and specialist reviews, which have been expanding, are not routinely captured in the association's Accounts in Review reports because projects & specialist reviews are not generally reported in national media sources.
Download Accounts in Review - First Quarter 2015 (Excel)
View Previous Accounts in Review
Tips, Tools, and Tactics Webinars
The Marketer's View--Leapfrog Mine Fields and Exceed Client
Lorraine Rojek was joined by Alltel Communications VP Marketing Erin Taylor;
Royal Caribbean SVP Marketing Alice Norsworthy and White Castle VP Marketing Kim
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
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.
View the Agency Search