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NEW YORK The American Association of Advertising Agencies has issued best practices guidelines designed to help shops retain ownership of the ideas they present during account reviews.
“The agency search/new business process should not be used by marketers as a mechanism to generate a bank of ideas and materials,” the organization said in a position paper issued this week.
The American Association of Advertising Agencies, based here, also listed topics that clients and agencies should discuss before a review process gets fully under way.
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