A good relationship boosts the balance sheet
Rory SutherlandOgilvyOne London and Ogilvy Group UK
Far from being economically inefficient, being loyal to your agency is worth the effort, writes Rory Sutherland.
For years, there has been a recurring topic in agency remuneration – 'payment by results'. How can you reward an agency for better, more effective work, and punish them for work which fails?
As some old hands occasionally remind us, the old commission system crudely obtained something along these lines. If your campaign was effective and long-lived, the agency would make much more money over time than...