Industry Bodies Collaborate To Produce The Guide

The DMA, IPA, ISBA, MCCA and PRCA have collaborated for the first time to produce guidelines for the advertising, marketing and public relations industries. The 28 section document will be launched online on 1 July, setting out the key components of best practice, including guidelines on the process of searching and selecting agencies and managing client-agency relationships.

Debbie Morrison, ISBA’s membership services director, said: “Managing successful relationships with communications agencies is complex. With the tone of the relationship often set early on- even before formal appointment of an agency- the review and pitch process is crucial if the partnership is to develop successfully and produce high quality results. This document is therefore an excellent and practical ‘must use’ guide for any advertiser who may be looking to review or develop their agency relationships.”

As well as being jointly agreed, The Guide has been endorsed by and has had contributions from some of the main UK intermediaries, namely the AAR Group, Adforum.co.uk, Agency Assessments International, Agency Insight and the Haystack Group.

DMA: www.dma.org.uk IPA: 020 7235 7020 www.ipa.co.uk ISBA: 020 7499 7502 www.isba.org.uk MCCA: www.mcca.org.uk PRCA: www.martex.co.uk/prca

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