TITLE

Clients should pay for exclusivity: Reinhard

AUTHOR(S)
Petrecca, Laura
PUB. DATE
May 1999
SOURCE
Advertising Age;5/10/1999, Vol. 70 Issue 10, p64
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on a public statement issued by DDB Worldwide Chairman-CEO Keith Reinhard regarding a compensation policy for advertisers who want exclusive service from their advertising agencies as of May 1999. Reinhard has been a proponent of revising the way agencies are compensated. Currently, most agencies use a commission-based structure, under which clients are billed anywhere from 5 to 15 per cent of media expenditures. According to Reinhard, clients wants to pay lower commissions such as 6 per cent for traditional advertising and 3 per cent for media, but still expect an agency not to handle rival accounts.
ACCESSION #
1870768

 

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