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Paying for Advertising (1) : How Advertisers remunerate their Agencies
(1997/8)
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U ndoubtedly the most
comprehensive survey of agency remuneration in the UK to date. The remuneration
agreement is a key driver of advertising and agency performance as it
provides incentive. The report explores current practice (methods,
practices, agreements, design criteria for both advertising and media
agencies). Offers best practice advice based on methods and practices
associated with higher satisfaction. Based on the views of 122 advertisers
responding to detailed questionnaires. The report contains 10 chapters
with 150 pages and 70 graphs.
"A fascinating read which makes a significant contribution
to our thinking." Patrick Burton, Vice President, Allied Domecq. "A
professional and insightful study…it will lead to more effective,
efficient and trusting client/agency relationships." Tim Pile,
Director of Strategic Marketing, Alliance & Leicester. "Really
useful." Ruth Fisher, Director of Marketing, Whitbread. "Very
welcome and timely…incredibly thorough." Paul Simons, CEO, TBWA
Simons Palmer (now CEO at Ogilvy & Mather)
Visit the ARC e-shop to buy this report today.
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