Mark Cross, PHD Compass, calls for a re-evaluation of the ways media agencies are remunerated. Commission based payment is still common, despite its abandonment in favour of fees by creative service agencies; however it is inappropriate for both client and agency in the new media market environment.
calling time on the
commission system has been abandoned by creative service agencies for some
years, having been replaced by feebased alternatives. But media agencies have
maintained its use and, just when...