ACA PUBLISHES AGENCY SEARCH GUIDEBOOK
By Adnews Staff
The Association of Canadian Advertisers has published a book entitled In Search of a Marketing Communications Agency Partner - A Guidebook for Advertisers on Agency Searches. The 55-page guide is intended to assist advertisers looking for an agency. It contains questions to ask prospective firms, evaluation scorecards, timelines, templates for agreements and other advice. The book was written by Sharon Bell, vice-president of retail and independent business marketing at ATB Financial in Edmonton. It will be made available for free to association members. Other titles from the ACA include Advertising Services Agreements, Enhancing the Marketing Communications Value Chain and the 2002 Agency Remuneration Study.
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