Why agency compensation is broken: And what core issues are being ignored

Steve Blamer

Journal of Brand Strategy, 2012, vol. 1, issue 3, 212-216

Abstract: AdAge recently made several suggestions on how marketers should prepare for the next five years. One of those suggestions was to ‘fix agency compensation’. But who said it was broken? And if it is broken, what are the core problems (of which many are being ignored)? Steve Blamer, a former CEO of two top-ten agencies, outlines the seven core problems that need to be fixed, both by the client and agency, and provides solutions to each issue.

Keywords: agency compensation; accountability; transparency; marketing partners (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2012
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