How brands can set up a commission-based relationships with agencies
David ShiellHouse of Kaizen
For what seems like an eternity, the client–agency relationship has typically run on a retainer or project basis.
These models, however, are beginning to look old, tired and increasingly unworkable – prompting innovative client-side marketers to start working with agencies using a commission-based approach.
At the recent IPA Commercial Conference 2015 in London, the debate reflected a growing sense among many brands that agencies lack commercial awareness – a failing which has strengthened the hand of management consultants, in particular.
The term "positive...