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Guidelines Welcomed, But Will Agencies Follow Them?
NEW YORK–The American Association of Advertising Agencies is recommending new guidelines in an effort to curb its member agencies’ payments to search consultants and to lessen the burden of speculative
creative work in pitches.
The guidelines encourage agencies to avoid “pay for play,” that is, paying consultants to be included in pitches. They also urge agencies to demand compensation for costly spec work and to use the 4A’s standard questionnaire–released in April–when submitting information to consultants and prospective clients.
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