Where is the real deal?

Wethey, David
July 2004
Marketing (00253650);7/14/2004, p29
Trade Publication
Marketing readers feed on a rich diet of change. The marketing executives who make agency appointments seem to switch jobs frequently. The contract is also unlikely to contain heroic clauses about the reason the agency was appointed in the first place, which was presumably to help the client storm barriers and climb mountains. There is a big clue in the language used. Agency remuneration, payment by results, resource package fees, full-time equivalent people. Most clients and agencies have some kind of evaluation system to measure service, performance and value. The terms of that alliance, the commercial arrangements that drive it, and the goals that are set need to be enshrined in a mutually agreed "flight plan."


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