A Happy Medium in the Agency Search Process Is Still Hard to Find

Publicizing an account win and establishing a timeline for success are just two of the chronic sticking points between the two sides, per a recent survey

By John Wolfe

While there were many points of agreement between clients and agency prospects, sharply different views emerged in multiple areas including IP ownership, budget size, and establishing a timeline for success, according to a recent ANA/4A's survey. Industry observers say the solution to many of the issues that pit agencies against their clients often comes down to overcoming the lack of clarity in communication between the two parties.