Industry Surveys and White Papers

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Meaty artisanal surveys. Comprehensive white papers. Sourced from every corner of the industry. Crafted by master researchers and management experts. With insights into everything from new business to benefits. Available 24/7.

All Surveys, Studies, Reports and White Papers

Confidentiality of Marketing Services Information

This Confidentiality of Marketing Services Information position paper addresses the confidentiality of media and marketing services information.

Conflict Policy Guidelines

This position paper addresses trends in client/agency conflict policies and reflects consideration of these issues by the 4A’s New Business Committee.

Standardized Marketer New Business Questionnaire

The Standardized Marketer New Business Questionnaire is designed as a recommended guideline for agencies to follow when evaluating participation in an agency search. It is intended to help reduce the risk of unpleasant surprises in the agency search process and minimize costly mismatches in marketer-agency relationships.

Guidelines for Effective Client/Agency Compensation Agreements |

The American Association of Advertising Agencies (4A’s) and the Association of National Advertisers, Inc. (ANA) offer this position paper to use as a guideline for creating and maintaining effective advertiser and agency compensation agreements.

Guidelines for the Pursuit of New Business

Management Services

The purpose of this position paper is to provide guidelines for agencies in pursuing new business.

Advertising Agency Overhead |

This position paper addresses the issue of whether to include agency contributions to retirement plans and new business costs when calculating agency overhead. The 4A’s position is that these necessary costs should be included in overhead when calculating agency fees even though some advertisers and agency search consultants disagree.