RT Journal Article
SR Electronic
T1 Linking the Use of Advertising Agency Review Consultants to Agency Search Outcomes
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 49
OP 55
DO 10.2501/JAR-41-2-49-55
VO 41
IS 2
A1 Fred K. Beard
A1 Koanghyub Kim
YR 2001
UL http://www.journalofadvertisingresearch.com/content/41/2/49.abstract
AB 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.