Agency remuneration or compensation is often controversial. While all parties agree it should be fair, the application of this principle can often prove difficult. The once popular AOR retainer is increasingly being replaced with project fees leading to changes in the relationship between agency and advertiser. And retainers themselves are being questioned by many as the needs advertisers have of their agencies change.
These remuneration trends are not necessarily global, with differences from market to market, so find the right agency fee model can be a challenge. One of the reasons we built the agency fee decision tree to help advertisers choose the right model for their specific agency needs.
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