New Business Surveys

4A’s/ANA Agency/Advertiser Value Survey

In the late spring of 2007, the 4A’s and the Association of National Advertisers conducted parallel surveys designed to assess agency and client attitudes and activities in four areas:

• How agencies add value to the client’s business
• How advertisers add value to the agency/client relationship
• The degree of interest in value-based compensation
• And possible barriers to changing compensation methodology from cost-based arrangements to value-oriented methods

Agency Search: What Matters?—Winning Strategies for Ad Agencies

The 4A’s, in conjunction with global research firm Millward Brown, released the results of an exclusive quantitative study of marketers at the 2007 4A’s Management Conference for Agency CEOs. The survey was designed to better understand the agency search process and to identify winning strategies to help improve agency performance.