Industry trade bodies focus on client best practice with launch of Finding an Agency guide

The wide-ranging new guide includes the top ten issues to consider before undertaking a review, and key guidelines on agency search and selection. Finding an Agency is recommended reading for anyone involved in the selection process and is endorsed by the AAR, AdForum.com, Agency Assessments International, Agency Insight and The Haystack Group.

The MCCA, IPA and PRCA, working under the CAF umbrella, alongside ISBA and the DMA have produced this guide in response to growing demand to improve the agency/client relationship. Key advice on the recommended number for a shortlist and the importance of a signed contract are all included in the guide.

Debbie Morrison, ISBA Director of Membership Services, who negotiated details of the guide on behalf of clients, said: "Clients need agencies and agencies need clients, but finding that perfect fit, the right chemistry, the right talent, shared culture and philosophy can often be a long and winding search. Best practice guidance on the agency selection process can only help speed the path to the right relationship."

Matthew Hooper, Chairman of the Marketing Communication Consultants Association (MCCA) said: "The process of agency selection is one that is undoubtedly time consuming and not always successful for the client, so the introduction of this guide, with the main principles highlighted, will hopefully move us closer to a clearer understanding between client and agency on the whole selection process."

Comments James Kelly, the DMA's Managing Director: "Best practice and self-regulation have never been more vital to the continued success and growth of our industry, The development of good relationships between agencies and their clients is key to the success of many businesses and the DMA is delighted to recommend this guide to both our agency and client members."

IPA New Business Group Chairman Neil Christie said: "Finding an Agency is one of those booklets that should be in every agency reception, alongside The Client Brief, because the more the industry is open and feels comfortable about how it does business, and with whom, the better the client/agency relationship will be."

"In particular, this series of guides should be very helpful to young brand managers and account executives who may be involved in the pitch process for the first time. No one in an agency wants to find out through the trade press that their client account is up for review. With guides like this, such gaffes shouldn't happen any more."

Graham Lancaster, Chairman of CAF said: "All relationships are a two-way street requiring investment from both parties. They need careful thought and no small amount of time to get right. But we all know the great prize that can result from successful business and strategic partnerships. Finding an Agency is both a practical and inspirational guide."

This new guide - Finding an Agency - updates dates the previous management summary produced by the five signatories in July 2002 and is the second in the industry best practice series after The Client Brief (published 29th July 2003).

Finding an Agency is available free online from the signatories and endorsers. Hard copies are also available from ISBA, IPA, PRCA and MCCA.

Copies of the guide Finding an Agency can be obtained from the following signatories:

The Communications Agencies Federation www.cafinfo.com
The Institute of Practitioners in Advertising www.ipa.co.uk
Tel: 020 7235 7020

The Marketing Communication Consultants Association www.mcca.org.uk
Tel: 020 7935 3434

The Public Relations Consultants Association www.prca.org.uk
Tel: 020 7233 6026

The Incorporated Society of British Advertisers www.isba.org.uk
Tel: 020 7499 7502

The Direct Marketing Association www.dma.org.uk/
Tel: 0207 291 3300

Editor's notes:

The Communications Agencies Forum (CAF) was set up in December 2002 by the three UK agency trade bodies, the IPA (Institute of Practitioners in Advertising), the MCCA (Marketing Communication Consultants Association) and the PRCA (Public Relations Consultants Association) on the recommendation of Mark Boleat, a trade association expert, to provide a forum in which trade associations representing communications agencies exchange views, co-ordinate their work and manage joint projects. CAF does not have its own staff, offices or funds. Its Council is made up of the Presidents and Chief Executives of the three federations and has a rotating Chairman and Secretary.