The current media agency remuneration model is unsustainable. Demands for lower cost from media agencies, driven by procurement, has seen media agency fees drop globally.
What is the potential cost to the brand, the marketers, the organisation when a pitch goes wrong?
There are many examples of outstanding, award winning and also Effectiveness Award Winning campaigns that ultimately lead to the agency being replaced. Why?
I spoke about how creativity is valued and the fact that agencies were unnecessarily discounting their fees to win business, a message picked up by Paul McIntyre at AdNews TV.
On the Caxton Awards Weekend just past, I was introduced as a speaker with this terrific video developed by Ryan Fitzgerald and Annie Egan a creative team from GPY&R Melbourne.
If you are an agency discussing remuneration with your client, define exactly what you are being paid for and if you do more don’t assume you will get paid.
Digital technology is everything and if an organisation still has a separate digital strategy to their comms/advertising strategy then they will be left behind.
