Trade association: CAF issues best practice agency selection guide

The Communications Agencies Federation (CAF), the DMA and ISBA have teamed up to publish the first cross-industry best practice guide to agency search and selection.

Finding an Agency updates a previous management summary produced in July 2002, and includes the top ten issues to consider before undertaking a review, plus guidelines.

Matthew Hooper, the chair of the Marketing Communication Consultants Association (MCCA), which with the IPA and the PRCA forms CAF, said: "We hope this guide will move us closer to a clearer understanding between client and agency on the whole selection process."

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