|
|
Article: Learn to live with search consultants ; Here's their advice for ad agencies.(Brief Article)(Column)(Statistical Data Included)
- Article from:
- Advertising Age
- Article date:
- February 12, 2001
- Author:
CopyrightCOPYRIGHT 2001 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Aaah, to be an accountant, lawyer or management consultant. These folks get their clients through referrals. Nice and cozy-a couple of genteel meetings in oak-paneled rooms and the new client is welcomed into the fold.
Advertising, however, is a different animal. More and more advertisers are turning to agency search consultants to help find their next shop; and for agencies, these gatekeepers have changed many of the new business rules.
As current chairman of the American Association of Advertis-ing Agencies' agency management committee, I recently hosted a working lunch at the Four A's Manhattan offices with a number of search consultants, then ...