Stephan Argent is a former agency planner from England, and has held senior roles in agencies in both Canada and the United States. Most recently he was Vice President of Digital Media at CTV, and is now President of Canada’s leading independent Marketing and Agency Search advisory and consultancy: ListenMore
Instead of complaining about agency performance Marketers should remember the Golden Rule. As the buyer, you should be setting the terms of engagement.
Strategic management of marketing benefits from the incorporation of scientific method into your test and learn marketing strategy. This can usually be done within your existing marketing budget.
If you want to avoid going insane in trying to manage your advertising agency remuneration, here are five things you could be doing to help you survive the GFC.