HOW MUCH ARE AGENCIES’ IDEAS WORTH?

MediaLink senior VP Bernhard Glock believes there is no right or wrong option when it comes to agency compensation. In all of the models, he says, marketers have to set proper expectations from the beginning and align on objectives.

“Then, move on to determining fair and sufficient compensation that leads to profit and truly allows an agency to deliver on a scope of work,” he says. This should be based on what the client needs from the agency in terms of the seniority of staff, its experience and its capabilities, adds Glock.

 

To read the full article on Ad Age, click here.