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 Adforum.com.
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."