Agency remuneration: time for a new paradigm?

From a feature of four articles on agency remuneration. Discusses the changing context affecting remuneration: the separation of media planning and buying, effect of the 1990 recession, new competition from marketing consultancies, production services etc., and globalisation/integration.

Agency remuneration: time for a new paradigm?

The simple standard of 15% agency commission is dead. The future is a myriad of options that could benefit both client and agency - but first they need to break out of the confines of conventional thinking.

Grant Duncan and Jonathan Lace

Fin de sicle. The Millennium Effect. Will clients and agencies choose this particular threshold to reappraise radically the way they transact with each other? In this article we review some of the major changes that have influenced the way agencies are paid and what is the current state of...

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