Money Matters
Media-neutral compensation moves to center stage
Thom ForbesAgency contributing editor and freelance writer
Say it out loud: 'Media-neutral compensation.'
Now say it again. Drops off the tongue with a thud, does it not? Some Dickensian skinflint standing at a counting desk might well have coined the phrase. But if the concept of media-neutral compensation accomplishes all that its proselytizers hope it will, its execution will change the way most big agencies play the game of advertising.
Media-neutral compensation has been a hot topic recently for a very simple reason: Some of the largest advertisers...