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After a year of work, an agency/client task force today issued a set of principles for agency-client compensation agreements. But the document offers only general guidelines for what is a complex and often prickly issue.
While the principles smack of common sense, “common sense is not commonly practiced,” ar gued task force member Bill Nicholson, evp at the American Association of Advertising Agencies. The Guidelines for Effective Advertiser/Agency Compensation Agreements were devised by a joint task force of the Association of National Advertisers and the 4A’s, and included executives from Ogilvy & Mather, TBWA\ Chiat\Day, General Motors and Procter & Gamble.
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