What’s Your Risk Profile?

How much risk brand advertisers are willing to take with their agency partners, and what impact it has on their overall performance.


Bruno Gralpois, co-founder of Agency Mania Solutions, looks at the level of risk brand advertisers are willing to take when getting the most value out of their agency relationships.

Gralpois outlines the following four decisions advertisers have make to create successful ad agency relationships:

  • Agency choice
  • Compensation type
  • Agency performance evaluation
  • Scoping and briefing.

The article also highlights decisions within the above segments, like retainer vs. project-based work and frequency of feedback (2x per year or more vs. one a year).


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