ANA, 4A's issue guidelines for agency searches

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New York—The Association of National Advertisers and the American Association of Advertising Agencies released guidelines for agency searches. The guidelines are designed to help marketers and advertising agencies through the steps of the search process and create better working relationships. Guidelines for clients cover areas such as creating an initial list of agencies, sending out requests for information (RFIs) and narrowing the list to semifinalists and finalists. Recommendations for agencies cover topics such as responding to RFIs, doing work on spec and defining contracts and terms.
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