Linking the Use of Advertising Agency Review Consultants to Agency Search Outcomes
研究分析了广告代理审查顾问的使用是否导致推荐偏向或结果偏差，基于行业数据的二次分析发现，顾问并未显著推荐相同代理或鼓励拆分创意与媒体账户，且顾问管理与客户管理的代理搜索结果特征几乎一致。
<h3>ABSTRACT</h3> 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.