Advertisers have found many ways to dominate and commoditize their ad agency relationships. Transparency is the latest hot issue, justifying outrage over certain media agency practices and setting the stage for reviews of media contracts and fees. Agency hiring and firing remain another advertiser favorite, and the pace of agency replacement has certainly quickened over time. Next in line are declining fees and growing creative Scopes of Work, along with benchmarking studies, the threat of internal agencies, intellectual property disputes, project-based bidding and lengthened payment terms.
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