If you're concerned by how much you're paying for your agency's services, rest assured - your agency boss is likely to be just as concerned, but for rather different reasons.
We know how contentious an issue remuneration can be. We also know that it can be systematically addressed; and that it's best tackled early (and in pitch processes, before the presentations). At AAI we maintain continuously updated industry benchmarks to help clients and agencies give and get fair value for what they do. These extend beyond creative advertising to integrated and online media, and beyond national borders to complex multi-regional accounts.
AAI have taken the initiative in developing some innovative remuneration solutions, and we are experienced in helping our clients implement structured compensation, and negotiate tailored contracts and terms of business.
All of these vary by territory.
Issues frequently covered are:
1) Defining scope of work - we are ever watchful for 'Scope creep' Is the agency doing what it's being paid to do, doing more than it's being asked, or not delivering?
2) Basing the Retainer - is it scaled on sales or the ad budget, or simply calculated on agency inputs?
3) Production. Should this be part of the equation, or is it a separate issue? (See AAI Evaluator - Production)
4) Payment by results. It sounds a good idea. But how well does it work in practice? (We have extensive case history experience)
5) Intellectual Property. One of the trickiest aspects of agency contracts - and very high profile as advertising moves from the interruption model into the sphere of brand entertainment and content. We are well placed to advise.
If you would like us to contact
you please email Tania Zimmermann
We
can rely on AAI’s live casebook to ensure we work with
our agencies at keen rates and under best practice
terms Karen Dennis, Marketing Operations
LLOYDS TSB
