Budgeting & Spending
Bradley Johnson, Director of Data Analytics, Advertising Age, shared his thoughts on how and where marketing and media has succeeded during economic downturns.
ANA President and CEO Bob Liodice highlights why it is important to be committed to achieving growth.
While there's been much talk about new types of methods, particularly value-based compensation, there haven't been enough practical applications and shared lessons/best practices. Meanwhile, spending on digital media has exploded and compensation to digital agencies requires a unique understanding.
Paul Smith, Senior Commercial Manager at Masterfoods, led a discussion about agency compensation models that touched on current and historical industry practices, new methods of compensation being adopted, case histories, and more.
These materials provide a guide to understanding direct labor, overhead, and components of cost-plus and labor-based agreements.
The author helps bridge the gap between clients and agencies over procurement.