Sequential liability

Argues that, as the economy improves in the U.S. (2004), it would be a good time to adopt sequential liability as an industry standard for paying the media.

Sequential Liability

Douglas J. WoodReed Smith Hall Dickler

In the aftermath (we hope) of a recession that saw bankruptcies of both advertisers and advertising agencies, the concept of sequential liability was widely debated' Its application to the...

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