Book available for purchase now through ANA
A new comprehensive guidebook to provide marketing and advertising managers with insight into structuring, negotiating, and managing agency compensation has been published by the ANA (Association of National Advertisers).
The third edition, “Agency Compensation: An ANA Guidebook,” authored by David Beals, president and CEO of Jones Lundin Beals, is the first update to the guidebook since 2001. Much of the media landscape and thus many aspects of the agency compensation arena have changed since then. Major developments since the last publication of this guidebook include:
โข A more complex and fragmented media environment. Many of today’s media forms were on few marketers’ minds in 2001, and have gained prominent roles since.
โข A growing number and variety of marketing communications agency options have emerged over the last decade. This has led to a degree of confusion as to the role of each, and, in turn, how those agencies should be compensated.
โข New forms of agency compensation have been put in place. Led by Procter & Gamble, many marketers have instituted a sales-based commission for compensating their agencies. In addition, several agencies and, notably, The Coca-Cola Company have begun to champion value-based compensation.
This newly revamped edition of the guidebook refers to all marketing communications services and the compensation of the agencies that provide them. Additional topics and issues addressed by this guidebook include:
โข The basics of agency costs and compensation.
โข Compensation agreements in use today, along with their pros and cons, and examples of their application.
โข The role and structuring of performance incentives in agency compensation.
โข Considerations in the compensation of media agencies and interactive/digital agencies.
โข Managing compensation for agency assignments on a multinational basis.
“This guidebook is intended to help marketers arrive at a compensation approach that creates a mutual advantage for both advertisers and their agencies,” said Bob Liodice, ANA President and CEO. “The best agency compensation agreements are decided on mutually and serve both the client and agency. Any compensation agreement that works to the disadvantage of either party will eventually work to the disadvantage of both parties.”
“With the variety and diversity of today’s agency services and compensation options, proper planning is crucial for both the client and their agency. An aim of this guidebook is to assist marketers in the consideration of the options and to help them arrive at the compensation approach that best promotes the value in their agency relationships,” said Beals.
Agency Compensation: An ANA Guidebook, authored by David Beals, is available for purchase now for $250 at www.ana.net.ebooks.
About the ANA
Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA’s membership includes 400 companies with 9,000 brands that collectively spend over $250 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers. For more information, visit www.ana.net.
Lesley Neadel CooperKatz & Co. for the ANA lneadel@cooperkatz.com 917-595-3034 Luna Ross CooperKatz & Co. for the ANA lross@cooperkatz.com 917-595-3061
“ฦvolution” Comes Full Circle At The Chelsea Film Festival
The Chelsea Film Festival, running from October 16th through October 20th, 2024, at Regal Cinemas here in Union Square, is set to host the East Coast premiere of ฦvolution, a thought-provoking experimental micro-short film that proves big ideas can come in small packages and in perfect circles.
In just 1 minute 16 seconds, this cinematic gem by Award-Winning Director Romina Schwedler, with original music by Argentine Composer Ignacio Montoya Carlotto, explores a cycle as old as time: life leads to progress, progress leads to destruction, and destruction, well, leads back to life. But is this vicious circle unbreakable? ฦvolutionย suggests the answer is yes, unless we decide to open our eyes.
Inspired by the overwhelming number of recent events that threaten human existence,ย ฦvolution, possibly the shortest film in this 12th edition of the festival, plays out entirely through the symbolism of circles, cleverly illustrating โin the blink of an eyeโ the repeating patterns of history, and confronting viewers with the uncomfortable truth that our so-called โprogressโ may, in fact, be guiding us to our own ruin.Premiering at the Regal 14 Union Square, New York City, on October 18, 2024, at 11 a.m., Romina Schwedler's micro-short, featuring Leah Young with cinematography by Alan J. Carmona, will be sure to spark conversations longer than the film itself! Forcing viewers to reconsider the true meaning of evolution, not just as a biological process, but as a reflection of our collective journey as humans.
With a string of festival appearances across the globe, including CineGlobe at CERN (Switzerland/France), Oscarยฎ... Read More