Is remuneration the real stumbling block to IMC

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...