4A’s and ANA | Agency Search Simplification Report

The 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 be improved.. In late 2021, the ANA and the 4A’s developed a joint working group to understand the challenges with agency search and consider how it could be enhanced. Both clients and agencies have indicated a great desire to simplify and streamline this process.

Based on feedback from the working group, in February 2022, the ANA and 4A’s 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 overall process.

This report contains the results of that survey, as well as key findings, conclusions, and next steps.