“What are we going to do with this moment?” That’s the challenge from a presentation by Harris Diamond, the chairman and CEO of McCann Worldgroup, at this week’s National Postal Forum. Technological and cultural changes are affecting how consumers experience brands, and this has implications for direct mail.
Bryan Wiener calls them "perverse." Scott Chapman thinks they can be flawed. And Harris Diamond is a "strong believer" in the concept. However one views agency-incentive-compensation agreements, they are here to stay. That became abundantly clear at last week's Association of National Advertisers' financial conference in Arizona, where a survey of members—who collectively control $250 billion in marketing dollars—revealed that 61 percent of them are building incentives into their compensation agreements with agencies. That's a big jump from 46 percent in 2010 and 35 percent in 2000