New York--The American Association of Advertising Agencies has issued new guidelines to its members about speculative creative work and payment to search consultants involved in the agency review process. The guidelines recommend that an agency should be properly compensated for providing finished work beyond concept boards and storyboards. Additionally, the guidelines recommend that agencies not be required to pay a fee to a search consultant to participate in a new-business pitch. "For too long, agencies have been taken advantage of in the area of spec creative. These new guidelines are designed to remedy that problem," said O. Burtch Drake, president-CEO of the AAAA. "At the same time we feel strongly that the `pay for play' requirement by many consultants is one that agencies should not have to tolerate."