MERCADEO Versión en español
Bill Duggan from ANA: The new guidelines for competitive projects will help agencies pursue new business opportunities
1 de febrero de 2016
Due to the increase in the assignment of projects, ANA and the Association of National Advertisers launched a new white paper with new guidelines to offer both clients and agencies considerations that will help them optimize the project review process. “This will allow clients to select agencies they feel will do the best work and agencies to pursue opportunities that fit with their expertise so they can really shine. Ultimately, the guidance can help clients expand their resources and help agencies identify and pursue new business opportunities” said Bill Duggan, ANA Group Executive VPThe white paper titled “Agency Reviews for Project Work Guidance Considerations” responds to the absence of consistency throughout the industry in how agency reviews for project work should be conducted. According to ANA and 4A’s, project assignments are defined as limited in time and scope and usually driven by a need to address a defined business opportunity.Some of the general considerations outlined in the new guidelines include: Clients should align the parameters of the review to fit the opportunity; Budgets should be shared early in the process so opportunities can be accurately assessed; Agencies need to understand the client’s problem/opportunity, the competitive framework, the target consumer and the project’s objectives and be transparent about staff resources and capabilities.
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