Reset Password| Help|

4A’s Business Development Blog

  • View All Posts |
  • Print |
  • Share|
  • Subscribe

 ‭(Hidden)‬ Admin Links

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, aggressive client procurement tactics and agency challenges associated with consistently and compellingly articulating the value of marketing services and quantifying the client business building benefits of marketing have resulted in inordinate pressure on agency compensation at a point in time when agency services have never been more in demand.
The objective of the position paper is to transform the industry's approach to agency compensation.
The "4A's Agency Compensation Transformation Doctrine--Strategic Pillars" guidance is based on 4 pillars:
1) Agency principles should lead the compensation transformation.
2) There is an opportunity to reframe marketer's value orientation.
3) Adopt principles-based approach to compensation and contract terms.
4) Management at agencies and clients organizations should be involved in important compensation discussions.
The position paper provides the details of the objective, background, considerations and detailed guidance which includes  a postscript which provides illustrative principle examples.
The 4A's Agency Compensation position paper is an important guidance tool for our industry. The best practices that are discussed in the paper outline the client business benefits associated with agency value creation and call on agency leaders to lead the transformation of agency compensation by establishing and adhering to sound equitable compensation practices.
What steps will your organization take to accelerate the transformation of agency compensation?

View All Posts


No comments.


Please leave a comment

Comments are moderated and will appear shortly after submission.


Body *

Full Name *

Web Site URL

Type the Web address: (Click here to test)  

Type the description: 

Image Verification
Refresh page.  
Please enter the text from the image

[ Get New Image ]
My Notebook

My Notebook

4A's Strategy Festival
Oct. 4-6 | Conference
Join us for inspiration and hands-on training in essential skills for today's planner.
> Learn More

4A's CreateTech
Nov. 11-12 | Conference
This year's event for agency creatives and technology heads, will be held in NYC. Don't miss speakers from Facebook, Google and more!
> Learn More

View All Events

Untitled 1
Login error. Please try again.
Sign In