Agency ReMUneRATIOn - The Good Pitch代理报酬u2014u2014好.pdfVIP

Agency R eMUneRATIOn A best practice guide on how to pay agencies Joint industry guidelines for marketing professionals in working effectively with agencies F O R e w O R d IT HAS Been SAId THAT TH e S eRVIce MOST AgencIeS PROVIde IS nOT deFIned By ‘ART’, nOR IS IT deFIned By ‘S cIence’, A nd MOST wOULd AgRee IT FALLS SOM ewHeRe In BeTween, MAKIng TH e AR eA OF R eMUneRATIOn dIFFIcULT. While agency services that are process driven are the contribution that creativity makes to a client. relatively easy to cost, it is the ‘idea’ or ‘magic’, The approaches that do so are eminently more fair, for which agencies are mostly renowned, that is equitable and appropriate than just relying on the much more difficult to value or quantify. It is this traditional areas of commission and hourly fees. crucial aspect, which has the power to transform the client’s product, service or corporate brand, We hope this guide will help both clients and that agency remuneration systems must get to agencies come to a fair solution that rewards inputs, grips with. outputs, and of course outcomes in terms of the brand. If we do this successfully it will ensure future Many businesses, which have previously been growth and success for both sides of the business. focused on inputs and costs, are now beginning to re-align their focus on top-line growth and this means winning new customers, building strong relationships with them and retaining their loyalty to increase revenues i.e. focusing on