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In a move that symbolizes how much search consultants have permeated the affairs of ad agencies, the American Association of Advertising Agencies is expected to release this week a proposal for rules of engagement in pitches run by third parties for clients.
A draft of the guidelines, obtained by Adweek, reflects the concerns many agency executives have expressed for years about what ulterior use, if any, search consultants make of the data gathered in the course of a review.
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