Darren is considered a thought leader on all aspects of marketing management. A Problem Solver, Negotiator, Founder & Global CEO of TrinityP3 - Marketing Management Consultants, founding member of the Marketing FIRST Forum and Author. He is also a Past-Chair of the Australian Marketing Institute, Ex-Medical Scientist and Ex-Creative Director. And in his spare time he sleeps. Darren's Bio Here Email: darren@trinityp3.com
Why should both agency performance and resource quality play an important role in assessing agency value? A holistic approach to defining agency value:
It's easy to blame procurement for problems in agency remuneration negotiations. This post shows that it can sometimes be the marketer that is at fault.
Many advertisers feel that their advertising agency remuneration levels are too high. No one wants to be paying too much for their advertising. But likewise, there are downsides to paying too little.
When we do our agency remuneration benchmarking, we do not just determine if you are paying the right level to the agency, but we also look at the value of the remuneration.
Perhaps it is because I spend almost every day calculating, benchmarking and negotiating agency compensation, but it always surprises me how often people get these calculations wrong.
That is a key finding of The Fournaise Marketing Group 2011 Global Marketing Effectiveness Program which interviewed more than 600 large corporation and SMB CEOs and decision-makers in the US, Europe, Asia and Australia.