Guidelines   September 30, 2011  

ANA/4A’s Guidelines for Agency Search

These guidelines—developed and endorsed by the ANA and the 4A’s—outline steps that can help marketers and agencies go through an effective search and selection process that can help both parties create a better working relationship.

Guidelines   December 23, 2008  

Guiding Principles in a Stormy Climate

E*Trade Financial Corporations CMO Nick Utton and Ken Zasky of Spark Communications offer practical pointers to help them prosper in a challenging economy.

Guidelines   August 11, 2008  

Shake, Rattle, and Grow

Here are five principles to help companies achieve and sustain real growth.

Guidelines   May 9, 2008  

Measuring Integrated Marketing: Beware the Short-Term Bias

This article provides two new approaches for marketers who are responsible for planning, executing, and measuring programs. These methods help combat the pressure for short-term payback, manage the expectations of finance and build "bridges from short- to long-term value creation."

Guidelines   April 7, 2008  

Media Proof of Performance

This guideline outlines the steps that marketers should take to ensure that their print and television ads are being executed as ordered.

Guidelines   February 25, 2008  

Commercial Contract Allocation Guideline

Commerical Contract Allocation Guideline

Guidelines   June 20, 2006  

Advertising Agency Compliance and Procedural Audits

This guideline provides the steps and answers the questions associated with agency audits.

Guidelines   March 25, 2004  

A Practical Guide to Getting the Best from Your Advertising Agency

These guidelines provide a successful approach for getting great work from an advertising agency and building a strong relationship. It covers issues including: establishing objectives and measurement standards, giving feedback when reviewing creative, and agency compensation.