Industry bodies agree guidelines for business
It could be the end of bad business practice for ever by both clients and agencies, that is if both take heed of new guidelines published in collaboration by the five key marketing industry bodies.
The new guidelines were published in The Guide earlier this week by the DMA, IPA, ISBA, MCCA and PRCA, which have come together for the first time to tackle long term problems such as business ethics, putting together a realistic shortlist and free pitching.
The Guide also includes a ten point plan for conducting a review and a ten point search, selection, implementation and relationship guide.
Commenting on the publication Flora Hamilton, managing director of the PRCA, said: “The agency appointment and review process has long been viewed as a complicated, mysterious and sometimes difficult task amongst our customer markets. The Guide provides a dependable template that will provide quick, effective decision-making and ensure best practice on both sides of the relaionship.”