Report on the Agency-Advertiser Value Survey
See the results of parallel surveys conducted by The American Association of Advertising Agencies and Association of National Advertisers in the spring of 2007. The survey was designed to assess agency and client attitudes and activities in four areas: 1. How agencies add value to the client's business; 2. How advertisers add value to the agency-client relationship; 3. Degree of interest in value-based compensation; & 4. Possible barriers to changing compensation methodology from cost based arrangements to value-oriented methods.
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