The American Association of Advertising Agencies is setting out in the new year to simplify the often lengthy and complicated ad agency search process, one of several areas of focus for the trade organization detailed in its expansive “2023: Look Ahead” report released on Tuesday.
The 4A’s and the Association of National Advertisers are working together on the initiative and already identified pain points of the review process outlined in a report last October, including a lack of communication throughout the search that left agencies in particular feeling like they weren't fully prepared for the requests asked of them or the key execs on the marketing side making decisions in the process.
As for next steps in 2023, 4A’s President and CEO Marla Kaplowitz said the ANA and 4A’s will hold roundtables with marketers and agencies to identify ways to make the search process more efficient and productive, and they will be sending a survey to them soon to assess exactly what each party spends on the process.
“We haven’t ever done a comprehensive report on the real costs of pitching on the marketer and agency side,” Kaplowitz said, “so that will be interesting.”
The 4A’s Mollie Rosen, executive vice president of strategy, insight and innovation, and Matt Kasindorf, senior VP of business intelligence and insights, are leading the efforts to simplify the search process.