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P&G's New Agency Compensation/Brand Agency Leader Model 

On June 24, 2009, P&G’s Rich DelCore and Cindy Deihl, along with Saatchi’s Jane Wagner (BAL-IAMS), discussed the expanded P&G sales-based agency compensation approach and the “Brand Agency Leader” model for driving brand growth by facilitating IMC strategy and planning during a special 4A's Tips, Tools, and Tactics Webinar.

Rich and his co-presenters answered questions about why and how this iconic marketer is evolving a successful, proven sales-based compensation program, shared the cultural and organization changes that are part of the new BAL model, and discussed how P&G decision makers organize, collaborate and make decisions based upon the brand’s best interests and the resultant alignment of agency-advertiser economic interests.

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