…where's the money incentive for agencies (ie what skills base is on their payroll, and so certain to be deployed… and how do they earn more fee etc?) This is both clear and clearly biased for most agencies of all types both big and small.

…and how do you pay according to results, when even the best econometrics can struggle with the complexity of interactions that lead even to the most borring of things like a click thru?

…where’s the money incentive for agencies (ie what skills base is on their payroll, and so certain to be deployed… and how do they earn more fee etc?) This is both clear and clearly biased for most agencies of all types both big and small.

…and how do you pay according to results, when even the best econometrics can struggle with the complexity of interactions that lead even to the most borring of things like a click thru?

“However well traditional advertising agencies read the signals and recognize the need for radical change in their capabilities,” he said, “few agencies can address all the communications needs of a brand. … This is making the management of agencies increasingly complex, and raises challenging questions on how best to measure the value added by the respective partners and consequently how to manage remuneration.”

Looks like something that's on a number of people's minds.

“However well traditional advertising agencies read the signals and recognize the need for radical change in their capabilities,” he said, “few agencies can address all the communications needs of a brand. … This is making the management of agencies increasingly complex, and raises challenging questions on how best to measure the value added by the respective partners and consequently how to manage remuneration.”

Looks like something that’s on a number of people’s minds.

Anyway, many thanks for the link ;)

I think some of your doubts might be cleared and probably raise new ones :)

Anyway, many thanks for the link ;)

I think some of your doubts might be cleared and probably raise new ones :)

Is it really possible to be media passionate without being involved and bonded to this busines model?

I tought being media agnostic was against the 36O° view, ie. “replicate the same idea everywhere”

I'm not sure i'm following you, would u be more specific?

Is it really possible to be media passionate without being involved and bonded to this busines model?

I tought being media agnostic was against the 36O° view, ie. “replicate the same idea everywhere”

I’m not sure i’m following you, would u be more specific?