Client schizophrenia is discussed at 4A's

03/2/2010 | Advertising Age (tiered subscription model)

Agencies, by refining their "benchmarks" for ad ROI with more targeted buys, can resolve the conflict between client demands for lower ad rates and interest in signing on to event-driven opportunities with "premium" rates, according to Marc Goldstein, chair of the 4A's Media Policy Committee and the outgoing North American CEO of Group M.

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