Dot-compensation: Ad agencies feel Net effect

Cuneo, Alice Z.
February 2000
Advertising Age;2/7/2000, Vol. 71 Issue 6, p1
Trade Publication
This article looks at the ways by which the Internet is changing the advertising business. The Internet revolution is producing far more than a West Coast billings bonanza. It is fundamentally retooling the agency business, changing compensation, establishing upfront payment for media and production costs and forcing a tradition-bound field to get up to Internet speed. Advertising agencies, accustomed to spending thousands on pitch presentations and being squeezed by clients on compensation, suddenly found themselves with the upper hand in dealing with Internet companies. Dozens of calls a month streamed in, many from entrepreneurs begging for help and chanting a litany of venture capital backers. Advertising agencies rediscovered the long-lost luxury of picking and choosing clients.


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