Posts from ‘September, 2009’

Excerpt:
Our problems become their problems. Here in-lies a potential conflict – an ad agency is a business and its goal is to encourage its clients to spend as many marketing dollars with the agency as possible. While this is a very understandable desire, it may limit the challenger brand’s ability to use its marketing dollars to gain retail leverage as sometimes critical investments need to be made to support the retailer which may cut out the agency’s interests.

3 ways challenger brands can motivate their ad agencies to support their need for retail leverage:
1. Check your agency’s “Retail Leverage” I.Q.
2. Teach your ad agency about your business – not just your brand.
3. Implement an Incentive-Based Agency Fee System