Simplify the commercial model of agencies by shifting the commercial model from being based on the size of the media spend to the value of the outputs an agency delivers across the end-to-end process or strategy, planning, buying, reporting and measuring.
Opinions
Outputs are the answer
Summary
Redefine perspective
Complex, antiquated and opaque commercial models are allowing agencies to manipulate relationships for underhand gains. So many of the points raised here arise from the fundamental unsuitability of the commission-based model which directly facilitates ineffective trading practices that negatively impact clients.