Decoding Compensation Models and Implementing the Right Model [REPORT]

This joint initiative from the ANA and the 4A’s, developed by a task force of ANA and 4A’s members, is an executive-level guide that details various compensation models that focus on better outcomes for both marketers and their agencies. The primary objective is to establish a robust framework that benefits marketers and agencies, raise awareness about the available choices of compensation methods, and empower stakeholders to make well-informed decisions.

The guide outlines commonly used compensation models, provides foundational knowledge, definitions, best practices, and analysis of the pros and cons for each model. Moreover, it offers a framework enabling both agencies and marketers to determine the right model for their engagement and strategies for successful implementation.

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