4A's tackles spec creative, consultant fees in guides

Petrecca, Laura
July 1999
Advertising Age;7/26/1999, Vol. 70 Issue 31, p47
Trade Publication
This article reports on the decision of the American Association of Advertising Agencies to release new guidelines in July 1999 that provides shops with a framework on how to tackle new-business issues. These latest initiatives follow a set of the association's guidelines unveiled in October 1997, and one of them takes on the controversial subject of speculative creative. The goal is to regulate the amount of work often requested by clients or potential clients in a review. The second new guideline states that agencies should not pay search consultancies a fee in order to participate in an account review.


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