Vol. 9, Issue 6, Part D (2023)

The situation of changing the agency arises even when a thorough selection process has been used, and the various guidelines for liaison and coordination with the agency have been followed in the right spirit. A change of agency may be required when a higher standard of creativity is sought. A change is also indicated when account handling is inefficient and the required follow up and feedback is lacking. Sometimes, it may be possible for the agency to remedy such a situation by changing the account team.