Alex Hunter, Finance Director, IPA says that restricted but more effective agency activity cannot be rewarded simply by curtailed fees, in an article written on agency remuneration for MediaTel.
31/01/2012
Says Alex Hunter: “The current recession has obviously meant clients have had to do more for less and that has been true of their agencies. To achieve that, agencies have not only become as lean as their clients but also have had to review their business models. There is no one-size-fits-all approach to realigning the processes and structures, but one thing is common: you cannot successfully change your business model without changing your remuneration model.”
Read the full article on
MediaTel and read the free joint industry best practice guide
Agency Remuneration.