Just Say No to Pay for Play
In recent weeks there have been several reports from 4A’s agencies that they have been contacted by consultants that have suggested that the consultant could get the agency into a review-HOWEVER- prior to the agency receiving the RFI/RFP the agency had to agree to pay the consultant a double digit percent of the agency’s fee if the agency got the assignment.
In each of these instances the agencies involved declined to participate.
Pay for play is a consultant conflict of interest that is not in the best interests of agencies or advertisers.
The joint ANA/AAAA “Rules Of The Road” for Agency Search Consultants notes that “Agencies should not be required to pay a fee to a search consultant in order to participate in an agency review conducted by the consultant” (To view the “Rules OF The Road” for Agency Search Consultants see the Guidance Section of Review Central or visit the 4A’s Web site’s Agency Search Information Center).
Many agencies will not participate in Pay for Play reviews and most leading agencies have policies against Pay for Play participation.
It may be a recession but that doesn’t mean that inequitable and ill advised tactics like Pay for Pay should be considered as appropriate practice by either agencies or advertisers.
How does your organization respond to Pay for Play proposals?
4A’s; EVP Agency Management Services