01/02/2006Agency Remuneration best practice guide

The Remuneration Guide is the product of a major joint industry initiative to identify common ground for remuneration practices between ISBA, the Institute of Practitioners in Advertising, the Marketing Communications Consultants’ Association and Public Relations Consultants’ Association. The ten-point checklist was developed through wide-ranging qualitative research amongst marketing and procurement clients, and agency chiefs and finance directors, to identify the shared characteristics of ‘successful’ agreements. As well as the checklist, the guide sets out 7 principal methods of remuneration (plus two ‘hybrid’ methods) which are used across the industry, describing the key advantages and disadvantages of each. It also incorporates a 10-step process for negotiating agency remuneration.