Marketers are in cost-cutting mode, but they're not looking at their agencies to get it done, writes Rupal Parekh. Only 15% of marketers surveyed by the Association of National Advertisers say they will be reducing agency compensation this year. In 2009, that number was 56%. "It's possible that many marketers have reduced agency compensation as low as possible and now instead are challenging their agencies to reduce costs internally or identify cost reductions ... which could indirectly lower agency compensation," according to the report.
Most marketers take agency compensation cuts off the table
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