Involve buyers from start, says guide
28 August 2012
Purchasing professionals should be involved from the outset in the process of selecting creative agencies, according to industry guidelines published last week.
Finding an Agency, best-practice advice produced by five trade bodies representing advertising, marketing and PR services, says value will be missed if purchasers are only brought in to finalise contract terms and conditions.
The guide makes 10 recommendations to improve the way selection is handled. They include inviting no more than four agencies - including...