Perhaps one of the reasons for the use of these demeaning words is agency managers do not understand the worth of their people because they cannot be measured as exactly as accountants record assets and other tangible resources …

It surprises most agency professionals to learn that many clients are intensely interested in exploring a value-based compensation arrangement with their agencies. A recent position paper from the Association of National Advertisers (ANA) states it clearly: “Traditional metrics used in today’s cost-plus compensation agreements (usually based on time) have no relationship with the external value created for the client in today’s intellectual capital economy.

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