Shops React to 4A's Client Poll

Agencies gave a mixed reaction to the American Association of Advertising Agencies’ proposals to define speculative creative work and measure its actual costs for shops, and to devise a standard review questionnaire for clients. The 4A’s recommendations came last week after it surveyed more than 50 major advertisers and almost 30 search consultants.
Charlie Taney, president of Foote, Cone & Belding, New York, said the trade group’s efforts “can help raise the client’s consciousness on what a difficult issue [spec creative] is for agencies.”