Advertising Age reported on the latest waste of time generated by the 4A’s and Association of National Advertisers—an 18-page document on how clients and agencies should conduct an effective search and selection process (key recommendations depicted above). Gee, this will make a great companion piece to the Advertising Ethics Code recently unveiled by the American Advertising Federation and its Institute for Advertising Ethics, as both documents deserve to share space in the nearest trash can.
Expecting clients to abide by ideal practices is naïve. Thinking advertising agencies will play by rules is just plain asinine. At the heart of these pitch procedures lies a lack of connection with reality.
Of course, the 18-page document makes no references that discourage decision-making based on cronyism or Corporate Cultural Collusion. And while the report does stress the importance of cultural compatibility, it does not probe culture in regards to race, ethnicity, gender, lifestyle, etc. In other words, neither side should worry about commitments to inclusion—which is good news for advertising agencies especially, as any prerequisites tied to diversity would instantly eliminate the overwhelming majority of contenders.
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