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New ANA/4A’s White Paper: Agency Selection Briefing Guidance

September 25, 2013

By Bill Duggan, Group EVP, ANA

Today, ANA and 4A’s released the new white paper, Agency Selection Briefing Guidance.   Our intention is to provide basic guidance for clients who are unfamiliar with the fundamentals of briefing an agency during the agency selection process, and give clients experienced in agency selection briefings additional best practices to consider. This is a follow-up to Guidelines for Agency Search, released two years ago. 

ANA and 4A’s believe there is an opportunity to further improve the productivity of the agency search/new business process, for both agencies and advertisers, by developing specific best practices guidance around the subject of agency selection briefing throughout the entire agency selection process, including initial list/RFI phase, semi-finalist/RFP phase,  and finalist phase.

Some key takeaways from the new white paper:

Agency reviews are costly and time-consuming for marketers and agencies. All parties benefit from structuring efficient and relevant briefing practices.  Agency selection is an important strategic decision. Briefings matter. Best practice briefing practices enhance the likelihood of selecting an appropriate and culturally compatible marketing partner.

This guidance was developed by a joint task force of ANA and 4A’s members and ANA would like to thank our members who participated:

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