Guidelines For Agency Search (Procurement Series)

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ANA and 4A's (American Association of Advertising Agencies) have worked collaboratively to develop a guidance paper titled ANA/4A's Guidelines for Agency Search. The guidance outlines steps that can help marketers, their procurement teams, and agencies go through an effective search and selection process that can help create better working relationships. Agency search has become an increasingly important topic as the business and marketing landscape becomes more diverse and fragmented, there has been a proliferation of new agencies with the growth of emerging digital and mobile media, and there has been an expanded desire for specialty expertise/new perspectives to complement (or replace) existing agencies. This topic is extremely relevant for procurement professionals as procurement is playing a bigger role than ever before in agency search.

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Start: Wednesday, January 18, 2012 at 3:00pm

End: Wednesday, January 18, 2012 at 4:00pm



Eve Reiter
Vice President, Marketing Category Management and Agency Relations
American Express Company
Chair, ANA Agency Relations Committee