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ANA/4A's Agency Selection Briefing Guidance 

In 2011 the 4A’s and ANA published the Guidelines for Agency Search to document best practices for both clients and agencies to consider in the agency search and selection process. As a follow-up to those guidelines, the 4A’s and ANA believe there is an opportunity to further improve the productivity of the agency search-new business process by developing specific best practice guidance tools around the subject of briefings throughout the  agency selection process.

The intention of the ANA/4A's Agency Selection Briefing Guidance is to provide basic guidance for clients who are unfamiliar with the fundamentals of briefing an agency, and give clients experienced in agency briefings additional best practices to consider.

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