Since most advertising issues are neither black nor white, we only publish Gray Papers on the subject. These materials, in Adobe Acrobat PDF format and can be downloaded here. We hope you find this information helpful. If you have any questions or comments you may contact us via the information form below.
Agency Search Issues Agency Compensation
This 15 page booklet outlines the issues an Advertiser must face in an agency search such as the hidden costs and questions for consultants. It also includes a detailed project time line that covers all the essential steps in a well-managed search.

A copy of the Agency Search Issues and Answers booklet can be downloaded here.

This 10 page booklet discusses the key findings from the 2003 Survey of Agency Compensation conducted by the the Association of National Advertisers (A.N.A.).

This was the first of the A.N.A.'s triennial studies that probed the basis for agencies' fees and their supporting information. It also revealed the growing importance of Sourcing staff members in the process. A copy of this Agency Compensation Gray Paper can be downloaded here.
Marcom Sourcing Incentive Compensation

This Paper was written to help clarify the benefits to all parties that Sourcing can bring to Marcom Supplier Management.

Some of the subjects covered include:

  • Basis for Trust-Based Relationships
  • Framework for Sourcing Interventions
  • Media Buying, Auditing and Clout
  • Agency Operating Cost Breakdown
  • Truth in Agency Accounting
  • Agency Cost Benchmarks.

A copy of the Marcom Sourcing booklet can be downloaded here.

 This paper discusses the organizational issues that must be overcome in establishing an equitable incentive agreement with an advertising agency, such as the dualities brought about by the differences in organization culture and discusses ways to over come them.

It also utilizes and expands upon the information re: the utilization of incentives in the most recent A.N.A survey of agency compensation trends.

A copy of the Incentive Compensation booklet can be downloaded here.
Performance Appraisals Questions?
This 17 page booklet is based on extensive research in the utilizationof preformance appraisals and their impact. It discusses how the cultural characteristics of both the advertiser's and agency's organizations must be considered to structure an agreement that works as an incentive for both parties to optimize the relationship. Plus it includes such practical things as designing measurement scales and some sample assessment tools.

A copy of the Agency Performance Appraisals booklet can be downloaded here.

 If you have any questions or you would like us to contact you, please fill in the form below.
Please call me.
Name:
Title:
Company:
Phone:
E-Mail:

Related Subjects Media, Message
& Branding		 Agency Profits Media Buying Options
© Copyright 2005
McBride & Associates