Arthur Anderson

Articles by Arthur All articles by Arthur

• 'On-Boarding' For More Productive Agency Relationships  in Marketing Daily on 05/08/2009
  

  Balancing fiscal stewardship equally with attitudes and behaviors that embrace value and collaboration is more important during difficult times.

• Defining Agency Fees And Incentives  in Marketing Daily on 05/07/2009
  

  Performance has to be defined, of course, and it has to be acceptable to both client and agency.

• Crafting A Best-Practice Agency Scope Of Work Document  in Marketing Daily on 05/06/2009
  

  While models for compensating advertising agencies have changed dramatically over the last two decades - rendering the 15% fixed commission a quaint artifact - along the way one thing has changed very little: agency non-transparency. Masters of consumer psychology as agencies are, they have proven to be quite adept at masking their cost structures, from overhead to staffing.

• New Tools for Measuring the Marketer-Agency Relationship  in Marketing Daily on 05/05/2009
  

  The agency relationship - representing anywhere from 5-20% of a marketing budget - remains one of the single most important drivers of ROI for an advertiser's marketing communications investment. Switching agencies without making an honest and thorough attempt to examine what's wrong with both partners in the "marriage" is not only extremely disruptive to brands, it's unnecessary.

Comments by Arthur All comments by Arthur

• 'On-Boarding' For More Productive Agency Relationships by Arthur Anderson (Marketing Daily on 05/08/2009)
  

  Thanks GR. Concur with you. A client of ours used the term "on-boarding" and this meant something to them, and now it does to us and others. A rose by another name. Yes, a day around a table for a new client/agency is what it takes - the identical scope and contract mean different things to client and agency and that difference can cost money and quality. For an existing client/agency relationship, there are often serious impediments to agency efficiency and effectiveness, generally due to client barriers s that impact the agency. Arthur

• 'On-Boarding' For More Productive Agency Relationships by Arthur Anderson (Marketing Daily on 05/08/2009)
  

  Thanks George. Glad you're doing this kind of work in a bereft relationship enhancement world. Send me something on PG to aanderson@morgananderson.com. Arthur

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