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4A’s Guidelines to Standardize Agency Searches Get Cool Reception
BOSTON–The region’s top consultants last week dismissed efforts by the American Association of Advertising Agencies to devise standards for speculative creative work and requests for proposals given the competitive nature of the ad business.
“Let them do questionnaires to their hearts’ content,” said Bill Weilbacher, whose consultancy, Bismark Corp. in Dennis, Mass., has handled recent agency searches for Merrill Lynch, Reebok International and Ryder TRS. “I don’t use questionnaires.”
To win big accounts, agencies are willing to provide whatever information and spend as much money as they see fit, Weilbacher said.
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