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Plans to Create Agency Database on the Web for Reviews
NEW YORK–The American Association of Advertising Agencies plans to launch a Web site next year featuring a “neutral” database of advertising agency information that some say could pose a threat, if not an outright confrontation, to the lucrative business of search consultants.
The proposal marks another step in a long-simmering battle between the 4A’s and review consultants. In July, the 4A’s issued guidelines advising member agencies against participating in “pay-for-play” scenarios where they pay fees to consultants for new-business pitches.
“The [4A’s] new business committee came to us and said, ‘Look, there are all these various people putting up Web sites, and they all want to charge us money to be listed.





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