By Seb Joseph

Senior marketers from the world’s biggest advertisers want to change the way they pay agencies in order to encourage more commercial creativity.

How the remuneration model should be overhauled is a topic of hot debate across ad land, although both brands and creatives are (mainly) in agreement that value and risk need to be better rewarded. To help spark the transition, the Marketing Agencies Association (MAA) has surveyed senior clients from global consumer brands such as Shell, Royal Mail, UKTV, PepsiCo and BSkyB and over 80 agencies to the key attributes of the ‘Agency of the Future’.

“Collaboration is a hot topic Read full story ›

Source: The Drum