Your agency isn’t making enough money.
Vijay Balakrishnan
Independent Director| Board Member | C- Level Executive | Thought Leader | Marketing Transformation | Change Management | Ex Tata Consumer Products, Tata Tetley, Airtel, Docomo, Ujjivan and Cambridge International
The CMO’s classic dilemma: ?What is the suitable model?
As a CMO, Marketing Director, or Brand Custodian, you have the demanding task of selecting and onboarding a full-service agency with the right chemistry and desire to do “transformational work with you.
Most often, choosing the right agency after a competitive pitch or other interactions is only 50 % of the task done, with the other tricky half being remuneration & commercials.
Which is the best commercial model—Retainer, Project–Based, or Unit–Work–Wise—that should be acceptable to you and stakeholders like Commercial, Compliance Procurement, and Finance, who will have a say?
?Sounds familiar? Getting a sense of Deja Vu?
?Each organization and, by extension, its brands are on different maturity and demand curves, requiring work of proportionate magnitude. Given a specific rationale and logic, can one model always fit all?
?I read with both amusement and (must confess) a bit of consternation an article about the outdated agency model, absurd pricing practices, and why the project model works best – at least for their agency- Talented
?Read more and comment on what you think is the best way forward.
#Chhoosingtherightagencymodel
#retainerversusprojectbasedremuneration
#talented