TITLE

Brand relationships key to agency of the future

AUTHOR(S)
Duncan, Tom; Moriarty, Sandra
PUB. DATE
October 1999
SOURCE
Advertising Age;10/18/1999, Vol. 70 Issue 10, p44
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article discusses the impact of performance-based compensation on advertising agencies. With Procter & Gamble Co.'s worldwide move to performance-based compensation, a move many will soon follow, advertising agencies face two choices: stay in the advertising business or expand into the brand relationship business. The impact of performance-based compensation is a watershed event, similar to 100 years ago when advertising agencies expanded into doing creative work from being just media space agents. The need for good creative and media buying will continue, of course. The change is that agencies also need to become experts in how brand relationships are built and managed. It is the quantity and quality of brand relationships that determines sales and profits.
ACCESSION #
2381663

 

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