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Agencies Judged on Responses They Deliver

2016 02 17   Peter Feinstein   Media and Politics    

The Association of National Advertisers (ANA) wants to have its cake and eat it too. That’s not how life works.

We don’t tell our clients what commission we take; it’s none of their business. We’re held to the highest standard in business: We’re graded on how well we deliver sales for our clients. When we miss the mark, we’re given an opportunity to correct. If we can’t correct, we lose the business. Aside from that, clients are entitled to no insight on how we operate and what margins we take. The ANA may think otherwise, but it is incorrect.

For our part, we do not participate in kickbacks or rebates – but we always expect and accept the media’s standard 15 percent agency commission/discount. That’s where it starts and ends.