Trends in Agency Compensation

The author describes and discusses the triennial survey 'Trends in Agency Compensation', conducted by the Association of National Advertisers in the USA in 2000.

Trends in Agency Compensation

A quest for accountability and value

Michael Palmer, Association of National Advertisers

The 2000 ANA ‘Trends in Agency Compensation’ triennial survey reveals several notable changes in agency compensation trends that have occurred since the 1997 survey and over the last two decades. As we move forward in the new millennium, the following seems clear:

  1. ‘Labor-based’ compensation of agencies has become, and will remain, the dominant form of compensation for advertisers of all sizes.
  2. The ‘traditional’ 15 percent commission for...

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