Giving search agencies guidance
New Media Age
06/09/2007
Letter to the editor
I'd like to build on some points raised in your News Analysis 'Industry bodies pin down search best practice' (NMA 23.08.07).
It's true that the IPA is a badge of professionalism for agencies simply because of the stringent criteria for becoming a member, but it doesn't plan to run an accreditation scheme for its agencies in search marketing.
Rather than accreditation schemes, surveys ranking media owner service levels and guidance on the limitations of search engine trademarking policies are the kinds of ways in which the IPA seeks to raise standards.
It's also important to appreciate that the IPA only represents agencies and thus has a strongly unified voice. Naturally we collaborate with media owners on relevant industry issues, but at times we have the ability to engage with them across the table in a manner that a single agency might not wish to undertake.
In other media, associations of media owners do run agency accreditation schemes. But these consider the financial rating of an agency and form the basis of qualifying for agency commission, an interesting subject in search.
Read original article: Industry bodies pin down search best practice
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