June 30, 2010 | Author: Tim Williams
In an attempt to stay true to the overreaching concept of "full service," agencies are in the habit of assigning and assembling complete "account teams" for each major assignment and client. Meanwhile, time and cost pressures are driving in the opposite direction. To better adapt to current...
June 16, 2010 | Author: Tim Williams
You can read the following comments from real people in real agencies and draw your own conclusions about the tyranny of billable time.
"Agency management gives mixed messages about what the agency values. We promise projects to clients with the lowest possible amount of hours, then are told...
June 8, 2010 | Author: Tim Williams
It's important to understand that there are many different forms of value-based compensation. Today I read a piece by Rance Crain in Advertising Age, "Why Agencies — and the Media — Are Reluctant to Bet It All on Value-Compensation Systems," which perpetuates the mistaken notion that value-based...
June 2, 2010 | Author: Tim Williams
If you were a marketer, would you prefer to pay your agency for efficiency or effectiveness? Yes, it's a simplistic question with an obvious answer, but the sad fact is that most agencies are still selling – and clients are still buying – efficiency.
Efficiency is based on the old advertising...
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