Questionnaire Helps Agencies, Advertisers Communicate
The questionnaire aims to help agencies and advertisers start a healthy dialogue at the onset of the agency search, avoiding costly mismatches between agencies and advertisers.
"Just as the job candidate also asks the potential new boss what they hope to accomplish and what issues the new employee needs to know about joining that company, so too agencies need to understand similar issues with being hired by a new client," said Joanne Davis, principal of search consultant Joanne Davis Consulting Inc., New York.
"It helps get the issues on the table early on so there no's heartache involved," she said.
In essence, the questionnaire lets marketers answer questions about their business challenges and performance expectations at the start of the search process.
AAAA's questionnaire comes six years after the New York-based ad trade body published a Standardized Agency New Business Questionnaire.
The Marketer questionnaire is available in the "Members Only" section of the site at www.aaaa.org and on www.aaaagencysearch.com.
Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters