That's the kind of discipline we're looking for. Most agencies don't talk about that. It's comforting when they do. Communicate constantly . Measurements beforehand can't take the place of communication during the advertising process.
Experts advise formal reviews at least every six months.
But informal contact during a hot campaign could happen every six hours. In the online medium, advertising content can be quickly adapted to maximize successful efforts and retire poor performers. That is, if the agency and client can collaborate in Internet time. Marketers should look for agencies that are able to react deftly to changes in the marketplace. That's what AltaVista did.