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Advertising agency review consultants play an important, yet controversial, role in the advertising business. Although review consultants help manage an admittedly time-consuming and complex task, criticisms concerning their use have gone uninvestigated. The results of the secondary analysis of published industry data reported in this article provide little evidence that consultants often recommend the same agencies for each search they manage or that they encourage marketers to unbundle creative and media portions of their accounts. Similarly, the characteristics of agencies winning consultant- and client-managed reviews are nearly identical, providing little evidence of bias in agency search outcomes.
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