Despite ROI Chatter, Marketers Still Pay Shops Same Old Way

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

5/3/10, Ad Age

ANA Survey Finds Fewer Than 1% of Advertisers Compensate Agencies Based on the Value They Bring

Mega-marketers Coca-Cola and Procter & Gamble have taken major strides toward compensating their agencies based on the value they add to projects rather than the time they spend on them, but surprisingly few of their peers have followed their lead, according to a new survey by the Association of National Advertisers.

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