1、SEPTEMBER 2022Agency SearchSimplification2|Agency Search SimplificationINTRODUCTION AND METHODOLOGY.3 KEY FINDINGS.5 Clients and Agencies Are Mostly in Alignment.5 o Being a Good Business Partner.18 o Clarity,Communication,and Transparency in the Search Process.18 Room for Improvement.20CONCLUSIONS

2、AND NEXT STEPS.27CURRENT RESOURCES .28ACKNOWLEDGMENTS.29APPENDIX:SUMMARY FINDINGS.30TABLE OF CONTENTS3|Agency Search SimplificationThe search process by which a client identifies an advertising agency partner has become complex and painful for both clients and agencies,with many wondering how it can

3、 be improved.Articles in the trade press have highlighted concerns over the process,as have discussions with ANA and 4As members.In late 2021,the ANA and the 4As developed a joint working group to understand the challenges with agency search and consider how it could be enhanced.Both clients and age

4、ncies have indicated a great desire to simplify and streamline this process.With both clients and agencies feeling the ongoing effects of the pandemic employee retention and recruiting issues,remote work,and an unsettled economy the time seemed right to dig into the search process to understand the

5、specific areas of concern,as well as opportunities to make things better.Based on feedback from the working group,in February 2022,the ANA and 4As surveyed their respective members to understand the various pain points in the agency search process,as well as their value(or lack thereof)to the overal

6、l process.Nineteen statements about the search process were identified for evaluation.For each statement shown,respondents were asked whether they agreed or disagreed with the statement presented,the level of pain to provide or do without(1=Not Painful at All/Easy,10=Very Painful/Difficult),the valu