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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. Thomas Finneran

4A's Guidance: If It Sounds Too Good to Be True...Investigate Very Carefully

Dear 4A's Friend,   If you receive a solicitation that sounds to good to be true and "only" requires a small initial payment from your agency to...

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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. Mark Sneider

Aggressive is Good...Consistent is Better

In 2002 I was running the domestic operation of a research consultancy. At the start of every year, we would come to the table with great...

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Mr. Robert Moorman

Workin' for a Living

If you have not yet seen Rob Moorman's recent Adweek "Workin' for a Living" article, here is a link. Rob suggests action steps that agencies...

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My Notebook

My Notebook

Measure Up in 2015!
Jan 15 | Webinar
Jump-start your media measurement plan! Join Brad Adgate, Research Director, Horizon Media and Chair of the 4A's Media Measurement Committee, for an update on the key trends, challenges and opportunities in cross-media measurement.
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