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BtoB

ANA, 4A's release 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 include best practices to improve the productivity of agency reviews and search processes. Some of the guidelines are: Every phase of the review requires a brief for the agency; as the review progresses, marketers should escalate the information that they provide to the agency participants; and at each review phase, marketers should expand the interaction between the client and agency teams. The guidelines are available at www.ana.net and www.aaaa.org.
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