“Using the Right Metrics for Measuring the Agency Relationship” by Arthur Anderson

Although every advertising dollar spent should count, particularly in these difficult times, the agency relationship—and agency compensation—have, to some, seemed either a) too “qualitative,” and hence immeasurable, or b) not material enough in the overall marketing budget. However, today, nothing could be farther from the truth. In fact: Agency fees still represent from 5% to 20% of marketing communications expenditures. The adage, “a better agency relationship leads to better work, which leads to better business results”, still holds. The agency relationship is one of the most important drivers of ROI for marketing communications investments… click here for the full article.

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