Pricing for growth

Graham Beckett

In this edited version of a presentation given by Graham Beckett at the Results International Conference in Seville, October 2003, he argues that since the demise of commission remuneration for agencies the deep-seated mistrust of clients has led to unsatisfactory PBR (payment by results) and procurement procedures.

Pricing For Growth

Graham Beckett Results International

Of all the levers to pull in running a business, the critical one that our industry has a complete blind spot about is pricing. Virtually every other dynamic of any business is entirely dependent upon the prices charged for its services.

Few topics in our industry have caused so much debate in recent years as the subject of how much clients should pay agencies for marketing communications services. Lately this has been emotionally charged by the growing involvement of purchasing specialists in agency...

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