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Dangers of over-fishing in agency fee negotiations

As we approach the ad-agency-contract-renegotiation-season there is a truth that should be known by clients for their own long-term good and for the good of the agencies upon which they rely: ad agencies sometimes do silly deals. There, the cat is out of the bag. To be fair it has been out of the bag in the agency world for quite a while. Most ad agencies are aware that some of them do silly deals with their clients. But this will be news to many in the client world - particularly those in marketing procurement. But the reason we need to make this particular cat’s escape from the bag better known is because there is a popular belief, particularly amongst the marketing procurement community,