Should you take the plunge?
John Wolfe
The always-sensitive issue of agency compensation has fallen under the same call for radical change that is being heard throughout the rapidly evolving advertising, marketing, and media industries. Cost-plus and labor-based compensation systems – currently predominant in client/agency relationships – have been criticized as impractical and out of step with the current marketplace, while the traditional 15 percent commission is as rare as a rotary phone. As a result, adventurous advertisers seeking more value for their marketing budgets and creative ad agencies willing to take risks in order to be treated as true...