Trade groups issue best practice

Trade groups issue best practice

Pinnell: many clients are wasteful

The UK's top five advertising and marketing trade bodies have acted to end years of inefficiency in the relationship between clients and agencies with the launch of a comprehensive guide to the business.

Described by its contributors as "a crucial industry initiative" to improve client/agency relationships and management of account reviews, The Guide will be officially launched to advertisers on July 1.

"The Guide should offer a disciplined checklist to help the advertising industry in the way  pitches are evaluated," said Shell International vice-president of brand communications Raoul Pinnell.

"Many advertisers are being wasteful and indisciplined with their own resources.

"The economic challenges have caused advertisers to think carefully about decisions such as whether they can afford to put resources behind speculative pitches."

The document has been drafted by the Direct Marketing Association, Institute of Practitioners in Advertising, Marketing Communication Consultants Association, Public Relations Consultants Association and Incorporated Society of British Advertisers.

It details the best practice for selecting agencies, outlining points to consider before a conducting a review, as well as a relationship management guide.

Other areas covered include time considerations, business ethics, confidentiality and copyright as well as measuring and reporting effectiveness.

The Guide has also been endorsed by UK intermediaries, including the AAR Group and

AAR managing director Kerry Glazer said: "The Guide gives basic, sound, well-thought through, practical advice and directions to clients who are considering reviewing their agency arrangements.

"While it won't take all the pain out of the process, it goes a very long way to demystifying and simplifying what can be a complex and time-consuming exercise."

ISBA managing director Debbie Morrison said: "With the tone of the relationship often set early on, the review and pitch process is crucial if the partnership is to develop successfully and produce high-quality results.

"This document is an excellent and practical must-use guide for any advertiser who may be looking to review or develop their agency relationships."

IPA director general Hamish  Pringle added: "The partnership between agencies and clients builds valuable brands and corporate reputations - it's essential that we share best practice in these key relationships."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.


Get news by email