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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

4A's CreateTech
Nov. 11-12 | Conference
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