Called 'The Guide', the 28-section document sets out the key components of best practice, including guidelines on the process of searching and selecting agencies and managing client-agency relationships.
It aims to provide a dependable template that will provide quick, effective decision making and ensure best practice on both sides of the relationship.
The five will launch the guidelines online and to an audience of new-business directors, managing directors, chief executives and client purchasing and marketing directors at the IPA's London headquarters on Monday July 1.
'The Guide' will prove to be an invaluable addition to clients and agencies alike. The section on client reviews, for instance, includes the 10 points to consider before a review and a 10-point search, selection, implementation and relationship management guide.
These cover:
IPA director general Hamish Pringle said: "The partnership between agencies and clients builds valuable brands and corporate reputations -- it's essential that we share best practice in establishing and maintaining these key relationships."
As well as being jointly agreed, 'The Guide' has also been endorsed by and had contributions from some of the main UK intermediaries, namely the AAR Group, Adforum.com, Agency Assessments International, Agency Insight, and The Haystack Group.
Anyone wanting a copy of 'The Guide' will be able to access it on the ISBA, IPA, MCCA, PRCA and DMA websites from July 1. There will also be a priced hard-copy version available. (拢10 for members, 拢20 non-members.)
According to Debbie Morrison, ISBA's membership services director: "Managing successful relationships with communications agencies is complex. With the tone of the relationship often set early on -- even before formal appointment of an agency -- the review and pitch process is crucial if the partnership is to develop successfully and produce high-quality results. This document is therefore an excellent and practical 'must use' guide for any advertiser who may be looking to review or develop their agency relationships."
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