Agency remuneration as a strategic tool

Birger Jensen

This article examines agency remuneration structures following the decline of commission-based versus fee-based income.

Agency remuneration as a strategic tool

Different agency functions demand different remuneration packages

Birger Jensen

This article examines agency remuneration structures following the decline of commission-based versus fee-based income. It presents a classification of agency service, divided an 'ideas' function and a 'factory' function and suggests that a separate remuneration package is appropriate for each. The right deal is not just about the amount the agency will receive, but in the right split between the ideas and factory functions.

HOW OFTEN DO YOU hear advertising agencies state clear beliefs, relevant to today and the future, on the subject of their...

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