ANA Survey Tracks Major Changes in Agency Compensation Agreements
Robin Webster ANA
Results from the eleventh edition of ANA's Trends in Agency Compensation confirm that labor-based compensation programs have supplanted traditional billing-based programs for the majority of advertisers. The new ANA publication, written by Robert H. Lundin and Charles B. Jones of Jones-Lundin Associates, is based on ANAs triennial survey fielded among ANA member companies since the mid 1960s. This survey remains the industry's only benchmarking tool dedicated to tracking how companies compensate their advertising agencies.
The most significant finding documented in the book is the extent...