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Monthly Archives: September 2007
Beware the marketing guru? Or is that the invisible elephant?
Mark Dapin, a regular contributor to the Good Weekend magazine in the SMH and The Age is launching a new book on October 1 through Harper Collins called “Fridge magnets are bastards”. To promote the book he has an article … Continue reading
Posted in interesting observations
1 Comment
Intellectual Property in Advertising
In a recent discussion with an agency managing director they were again talking about the value of their ideas and how they should be remunerated for the value of these ideas. I have two problems with this: 1. As you … Continue reading
Posted in agency remuneration / compensation
1 Comment
The curse of the single client agency
Single client agencies are created when either an advertisers funds the establishment of an agency either from a green field around a few key agency people (usually from their existing agency) or an agency opens a new office simply to … Continue reading
The dangers of the “all you can eat” agency remuneration
With the increased complexity of marketing requirements, more and more advertisers and their agencies are moving to an “all you can eat” approach to their remuneration model. This has the advertiser paying a fixed retainer for a year to secure … Continue reading
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