Is remuneration the real stumbling block to imc?
Jonathan LaceAdvertising Research ConsortiumMedia neutrality (and its close relation integrated comm unications) is still a burning issue, although adland's jury is still out on what it means exactly (1). In any case it has been suggested that methods of agency remuneration can be significant obstacles to achieving it. At the most basic, the argument goes: 'If the agency's income depends on the media it recommends to a client then there is a conflict of interest.' Thus, a selfinterested agency paid on commission, given the freedom, would propose masses of...