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Mr. Michael Farmer

The Myth of Overhead Benchmarks

Overhead rates are used by many advertisers in the calculation of agency fees. In many cases, the overhead rates of a client’s agencies are compared...

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Mr. Brian Martin

Earning Respect

The recent Advertising Age story about search consultants raises a very important issue, although not the one that was most prominently featured. The debate about...

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Mr. Thomas Finneran

4A's Agency Compensation Position Paper: Why Now?

The 4A's just released a position paper on Agency Compensation. This guidance is being communicated at this time because the combination of a weak economy,...

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Mr. Thomas Finneran

What Can Agencies Learn from Coke's VBC Approach?

The agency community reaction to The Coca-Cola Company's (TCCC) approach to Value Based Compensation (VBC) has been mixed. There is some skepticism about whether Coke's approach...

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Mr. Michael Farmer

Increase Your Revenues By Up to 20% Without Pitching

In this economic environment, where clients are requesting more service for less compensation, "Scope Creep" is an unaffordable drag on agency revenues and a drain...

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Mr. Rich DelCore

P&G’s Sales-Based Compensation & BAL Model: How Can This Strategic Approach Be Applied to Other Agency-Client Relationships?

In a 4A’s Webinar, 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...

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Ms. Sarah Armstrong

The Coca-Cola Company's Value Based Compensation Approach: What Do You Think?

In a recent 4A's Webinar, Sarah Armstong of The Coca-Cola Company described TCCC's unique approach to Value Based Compensation. Coke's new compensation plan features the...

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Ms. Jane F. Bedford

The High Cost of Free

Clients are demanding more and more "free" work from agencies as a hurdle to winning new business.   Even when the client requests that there be no...

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Putting Value Pricing to Work: How to Get Started Down the Path to Compensation Based on Value

For the past several years Ron Baker, Tim Williams and the 4A’s have been encouraging agencies (and advertisers) to explore agency compensation that is based...

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Confidentiality of Marketing Services Information

Recent industry tactics have emerged that potentially compromise the confidentiality of media and marketing services information, including media rate information and agency compensation information. To...

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Mr. Thomas Finneran

The Best of…Top 10 Biz Dev Concepts

The 4A’s has had the good fortune of having a host of industry experts share business development suggestions with our members over the years, and...

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Mr. Stephen Boehler

Turning Your New Business Efforts Upside Down

Agencies everywhere are finding new business development to be a greater and greater challenge, and, unfortunately, the business development strategies of most agencies are destined...

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Mr. David Beals

Winning RFP Proposals

On October 23, I discussed Structuring Win-Win RFP's and Compensation Agreements during a 4A's Webinar. There are several tips, tools & tactics that I discussed...

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My Notebook

My Notebook

PR Forum:
24/7 Always On Communications

May 14 | JWT, NYC
The industry’s top journalists, agencies and brand managers will convene for an open conversation about what's going on and what's next.
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NY Seminar:
Strategy For Account Managers

May 15 | NYC
Send your account managers to improve their new business pitches and gain digital strategy insights.
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More Seminars & Webinars
Spring 2014 | Nationwide
We have dozens of professional development events scheduled...
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PR Forum 2014
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