The Institute of Communication Agencies (ICA) has launched a revamped website that helps advertisers conduct what it calls “fair, open and transparent” searches.
Through its Agency Search service, the ICA provides counsel, prepares briefs and handles agency queries during the initial stages of a formal review process to help advertisers find the agency partners that best meet their needs. The service costs the advertiser a “nominal administrative fee.”
The purpose of the service, according to the ICA, is to provide a “conduit between the industry and the client during the search to keep the process fair, open and transparent to both client and agency.”
The updated site includes a video by Lowe Roche that explains the service and why its beneficial for advertisers, best practices and a more robust database including updated profiles for its agency members, explained ICA president, Jani Yates.
All of the tools can be found on the dedicated Agency Search website that was developed by Geek Oracle.
“We set the standard and ensure that ICA members get access to client searches following best practices,” said Yates. “We deliver a unique, dedicated website, which includes continually updated agency profiles, best practice documents and we will conduct a search up to the selection process.”
A committee of ICA members including Jim Kabrajee (Marshall Fenn Communications), Penny Stevens (Media Experts) and Monica Ruffo (Lowe Roche) helped put the program in place.
“This new website offers clients a range of services from simply downloading the best practices in how to conduct a search, to having the ICA conduct the search process right up to the point of final selection,” said Kabrajee. “It’s a remarkable resource for any organization who wants to look for an agency the right way.”
According to the website, the ICA has conducted over 100 agency searches over the past 10 years, for accounts with billing in excess of $300 million.
