Value for Money

Reading about Pfizer and Deutsch’s confrontation over agency compensation, one senses that this is the tip of the iceberg in a sea of discontent. It’s unfortunate for the client/agency relationship that agency costs have become such a core issue. Where is value for money in all this?

That is, how can clients and agencies align themselves in ways where quality and productivity prevail, where the client’s marketing and purchasing people are in alignment, where agency costs go down while profit margins go up, and, most important, where client brands prosper in the marketplace?

Advertisers face performance issues today....

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