4AS AIMS TO SIMPLIFY AGENCY SEARCH PROCESS, MODERNIZE COMPENSATION MODEL IN 2023

President and CEO Marla Kaplowitz discusses the 4As ‘2023: Look Ahead’ report

The American Association of Advertising Agencies is setting out in the new year to simplify the often lengthy and complicated ad agency search process, one of several areas of focus for the trade organization detailed in its expansive “2023: Look Ahead” report released on Tuesday.

The 4As and the Association of National Advertisers are working together on the initiative and already identified pain points of the review process outlined in a report last October, including a lack of communication throughout the search that left agencies in particular feeling like they weren’t fully prepared for the requests asked of them or the key execs on the marketing side making decisions in the process.

As for next steps in 2023, 4As President and CEO Marla Kaplowitz said the ANA and 4As will hold roundtables with marketers and agencies to identify ways to make the search process more efficient and productive, and they will be sending a survey to them soon to assess exactly what each party spends on the process.

Read more in Ad Age here.