The “Pricing Continuum” ranges from classic/true cost-plus arrangements at one end of the spectrum to pure value added/results based methodologies at the other end of the spectrum.
The 4A’s outlines a logical, bi-partisan process for evolving dialogue between marketer and agency that can add credibility to compensation discussions, demystify compensation parameters and restore confidence in working relationships between marketers and their agencies.
4A’s/ANA Agency/Advertiser Value Survey In the late spring of 2007, the 4A’s and the Association of National Advertisers conducted parallel surveys designed to assess agency and client attitudes and activities in four areas: How agencies add value to the client’s business How advertisers add value to the agency/client relationship The degree of interest in value-based […]
This webinar—outlining 4A’s tips, tools and tactics—was first presented by P&G in June 2009 and is an overview of the P&G BAL model.
Jones Lundin Beals’ David Beals shares notes and negotiation tips for winning RFPs and compensation agreements in this 4A’s hosted webinar from October 23, 2008.
Developed by Neal Grossman of TBWA\Chiat\Day, a “Major Compensation Options” analysis to be used as a tool for discussing alternative compensation possibilities with clients. The “Grossman Grid” ranks various compensation methods on a range of characteristics (Fairness, Alignment, Value focus, Simplicity, etc.) and then weights the relative importance to yield a weighted score for each […]
In November, 2007, the 4A’s hosted another Webinar in its “Tools, Tips, and Tactics” series: “Working With Search Consultants, Featuring Mercer Island Group’s Steve Boehler.”
The complexities inherent in Cost-Plus Fee and Labor-Based compensation arrangements can sometimes result in confusion and misunderstanding. The 4A’s and the ANA offer this downloadable guide to help advertisers and agencies better understand the compensation process
This position paper addresses the issue of whether to include agency contributions to retirement plans and new business costs when calculating agency overhead. The 4A’s position is that these necessary costs should be included in overhead when calculating agency fees even though some advertisers and agency search consultants disagree.