An assessment should be made of the agencies' approaches to solving the problem:

■ Have they been imaginative or creative?

■ Have they followed precisely the brief given to them?

■ Is the approach the one that the agencies were instructed to take and, if not, have they given convincing reasons for changing it?

■ If three different agencies have been asked to quote and three different approaches to solving the problems have turned up in the proposals, then which approach seems most likely to produce a good and cost-effective answer to the problem?

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Online Survey Champion

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