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Top consultants last week flatly dismissed an initiative by the American Association of Advertising Agencies to devise standards for speculative creative work and requests for proposals, citing the competitive nature of the agency business.
“We don’t use questionnaires. Nor would we, even if the 4A’s established guidelines about commonality of questionnaires,” said Alan Krinsky of New York-based ADvice & ADvisors.
“Let them do questionnaires to their hearts’ content,” agreed Bill Weilbacher, whose consultancy, Bismark Corp. in Dennis, Mass.,
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