Is remuneration the real stumbling block to IMC

Jonathan Lace

Media neutrality is central to an integrated communications approach. But most clients increasingly use a number of specialist agencies to develop and implement their communications - this, it is argued, can militate against 'neutral' advice if conventional fee/commission remuneration is used.

Is remuneration the real stumbling block to imc?

Jonathan LaceAdvertising Research Consortium

Media 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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands