Advertising Age Article Abstract
Ad Agencies Eye New Business Model, Better Modes of Compensation
Contemplate Idea Royalties and Marketer Profit-Sharing
Commentary by Jonah Bloom The IPA and ISBA, the British equivalent of the Association of National Advertisers, want to move to more performance-based compensation systems: Systems that help eliminate the featherbed factor, split commercial risk between marketer and agency and allow agencies to retain some of their intellectual-property rights. ...