The cost of doing business

David Ward

This paper describes the process of setting appropriate guidelines to aid advertisers and agencies in the face of growing numbers of compensation disputes.

The cost of doing business

David Ward

Faced with increasing pressures to better manage costs and increase marketing accountability wherever possible, advertisers are now focusing on a number of issues involving ad agency compensation – especially the often confusing calculations that go into figuring an agency's overhead costs. “In the Advertising Financial Management Committee's quarterly meetings, we found ourselves discussing the topic of agency overhead at pretty much every session,” explains Bill Duggan, executive vice president of committees for the Association of National Advertisers (ANA). “So we knew there was some interest among advertisers in bringing some greater transparency to...

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