• by Laurie Sullivan , Staff Writer @lauriesullivan, July 28, 2009

MediaPost Editor-in-Chief Joe Mandese asks: Who gets a piece of the value at every stage of the game? What follows are snippets from the discussion during the panel, The New Brokers: Agencies Become Networks.

Nathan Woodman, managing director, Adnetik: It takes different forms in different markets. The industry has 50% gross margins is a sign of an immature industry. We drive and create efficiencies in the market.

Brendan Moorcroft, SVP, director global digital strategy, Universal McCann: It's about driving value to driving business, but we want to get paid on performance once we have the technology and knowledge to do it.

Greg Green, managing director, global client solutions at Vivaki: Focusing on the agency and how it makes money is a key, but complex issue. Our goal is to simplify. Through creation of platforms, we're creating a simple environment with transparency. Removing the complexity away is key. Then you can defend the value creation model. We've seen a lack of transparency.