Strategy Vs. Tactics: An Issue of Compensation.

Does your agency focus its attention on tactics, rather than strategy?

Many people talk about the agency model being “broken,” and the primary reason is that most agencies are compensated by their clients based on tactics, not strategy.  When you compensate your agency partners for the tactical side of the business (the media plans and the banners or websites they create) rather than the strategic side of the business, you get what you pay for.

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