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A best practice guide for clients engaged in agency search and selection. The (sometimes long and involved) process behind finding the perfect client-agency fit, the right chemistry, the right talent, shared culture and philosophy.
Most clients are using costly, outmoded agency pitch processes. The IPA and ISBA looked for new, more relevant ways of pitching and drew up these six key principles.
The principles of any good brief, the reasons why a written brief is important but not sufficient, the role of the briefing meeting, and provides guidance on written briefing forms.