Welcome to our website

 

 


Celebrating 25 years of ARC's contribution to effective 

                       client/agency relationships...

 

 

 

 






  A few kind comments on our work...over the years

 

 

 

.....Scroll down for publications

 

 

 


 

“This study will throw a great deal of light on the subject as far as European markets are concerned, and will arouse interest around the world.   It will prove a most useful resource to advertisers and their agencies.”        

                                World Federation of Advertisers  

                       
 

“This report should be of much interest as it shows a rapid change in the remuneration agreements between advertisers and agencies.”

 

                                                                  Procter & Gamble

 
“ISBA has collaborated with Jonathan Lace on many ground breaking research projects.  Many have developed or even revolutionised thinking in areas such as agency remuneration, payment by results and relationship evaluation.”        

                                                                       ISBA


   “The report provides a welcome array of facts and interpretation to help the industry understand the changes.  I commend ARC for such a professional and insightful study.”

                                    
                                       Santander
 
 

We launched this project with the collaboration of an experienced researcher - Jonathan Lace - ARC. We are certain that this is an important work tool for all those who currently need to analyze and evaluate their agreements.  In a territory where some subjectivity reigns we are delighted to make this study available to the market, as a source of clarification and rationality."
                                                             APAN (Lisbon)

  “Jonathan Lace is the UK’s leading expert on the subject, and makes clear that the increasingly popular combination of fees and payment by results can be a key element in getting IMC to work.”

                                                                                     Admap

 

                                
 

 

"If I was a Marketing Director in any company with a significant expenditure on marketing communications I would want to read this report from cover to cover, absorb the content and use it to help me design marketing resources fit for the future." 

                                                                       ISBA

 “This is a well-researched, comprehensive and sensible study which should encourage clients and agencies alike to pursue at least an element of payment by results in their remuneration agreements.  I welcome this report and would urge all agencies to discuss its content with their clients.  It just could lead to longer, better and more fruitful relationships.”

                                Institute of Practitioners in Advertising

                         

“Addressing the research gap (how to provide better service to our clients) makes this new survey a welcome innovation.  By thoroughly exploring clients’ actual experience it gets to the heart of the client/agency relationship. There is a gold mine of data here to help everyone make more informed decisions about how to improve their own client/agency relationship.”

                                                                    BST BDDP

 

 

“This report is very welcome and timely as it quantifies an area of debate which has been largely conjecture.  I commend the author and the team involved as the content is incredibly thorough and provides us with an all important quantified milestone of agency/client financial relationships.”

                                                                           TBWA

 

“This report comes at an important time for advertisers and agencies.  It provides a wealth of information for all agencies and advertisers who believe in building robust, long-term relationships.   This report adds an important level of understanding to the changing nature of the client and agency relationship.  There is much food for thought in this report.”

                                                      Ammirati Puris Lintas

 

“This report should prove invaluable in getting everyone in step.  It clearly identifies the gaps between expectation and delivery.  Using this report we should be able to move towards the best, most effective working relationships for the future.”

                                                          

                                                                                       GSK

 

“This report is both very timely and immensely welcome because the debate (on agency remuneration) has never been so intense as at the moment.  The report provides a welcome array of facts and interpretation to help the industry understand these changes.  Whilst raising many new questions this report provides a gold mine of data and I commend the author and his team for such a professional and insightful study.”

                                                                               Santander

 

 

 

“This is an excellent, thought provoking study on a subject that too many advertisers have either resisted or ignored for too long.    What this study says to me is that it’s time to re-evaluate your agency remuneration.  I would strongly encourage all advertisers to resolve to use this study as a catalyst for a thorough review of agency remuneration.  I know I will!”

                                                                                    Toyota

   

 

 

“We commissioned Jonathan Lace, one of the world’s foremost experts and proponents of pbr to undertake a comprehensive analysis of the state of pbr in Canada.”

                               Institute of Canadian Advertising

 


 

The report is comprehensive indeed.  It provides empirical evidence and is the biggest depth study in the world on the subject of Payment by Results mechanisms.  ISBA is indebted to Jonathan Lace for his knowledge, perseverance and critical analysis on this long-term project and for delivering a very comprehensive view of PBR in client/agency relationships."

                                                                                         ISBA

 

“The first report was greeted by all sides of the industry as the definitive state of the nation guide to remuneration.  It has been used extensively to benchmark activities and has most likely acted as a catalyst for many of the changes indicated in the latest results.”

                                                                                                                                                                      ISBA

 

 

“As we enter the new millennium there is no better time to reappraise relationships and remuneration.  This report provides invaluable advice to inspire creation of mutually beneficial schemes.”

                                                                                         ISBA

 

 

“This report is welcomed for many reasons, not least because it adds weight to the findings of the first survey and shows some important trends developing.  It also builds on the excellent ‘Payment by Results’ report by the author.  By quantifying and reporting the development of payment systems, this report brings happy outcome moves a step closer.”

                                                                          WCRS
 

“Agency remuneration is at the heart of the client-agency relationship.  The report is a veritable source for reflection on the management of agency remuneration, and how it is evolving.   This work is a very useful piece of work for those in companies wishing to analyse their agreements or choose new agency partners.  We rejoice in putting this study, a source of clarity and rationality, at your disposal.”

 

                                            Union des Annonceurs (Paris)

 
 
 "It has been more than seven years since the organization of advertisers in the Markenverband (OWM), in collaboration with the ARC and Prof. Jonathan Lace, published the study "Agency Remuneration - The Practice of Advertisers".  That investigation met with great interest and provided important information for advertisers - but also for agencies and consulting companies. I would like to take this opportunity to thank the companies that participated in this study, Prof. Lace and the ARC Institute. I hope that the present study provides you with a lot of valuable information and benchmarks for your work."
                                                              OWM (Berlin)
 

 

 

"This research represents the most comprehensive body of findings on SP published to date.  It should make valuable reading for anyone looking to find out how UK promoters are resourcing SP activity, what mechanics they are using and what they are allocating to it – all of which have been largely undocumented until now.  But perhaps the report’s most important role is in helping SP re-establish its rightful role.”

 

                                 Promotions & Incentives Magazine

 

 
 

 

 

“This study will throw a great deal of light on the subject as far as European markets are concerned, and will arouse interest around the world.   It will give marketing professionals the opportunity to base their thinking on well-researched facts, rather than rumour or guesswork. This report will prove a most useful resource to advertisers and their agencies.”

                                World Federation of Advertisers

 

“This report should be part of the armoury of any client company which is investing significantly in communications. I would like to thank Jonathan Lace for his tireless effort to bring clarity to this complicated subject matter.  We are delighted that he lends his impartial academic views to this often thorny subject.”

       

                                                                                     ISBA

 

 

                                       

 
 

 

“The Paying for Advertising in Europe report is rich with evidence – a goldmine of valuable benchmarking data.”

                                                  Procter & Gamble
 

 

 

“The results outline for the first time practical details of companies activities.  This report should be a very helpful practical tool.”

 

                                                                                ISBA

 

 
         
 

 

“This research is very timely and I commend those who have initiated it.  It may just be the catalyst that I have been envisioning for SP, that will encourage it to come out of the closet and regain its rightful place.”

                              Direct Marketing Association

 

 

 

“This survey contains many findings which will be fascinating to clients and agencies alike.  I am confident the survey will be valuable to promoters and their agencies in benchmarking their own activities, highlighting areas for future consideration and aid in the planning of future sales promotion campaigns.”

                                                                                  ISBA
 
 

 

"I would like to once again thank Jonathan Lace who has been steadfast over the last 20 years ... exploring this topic and providing empirical, impartial evidence of trends to the advertiser and agency marketplace. This is still a unique study, one of a kind in the UK and Jonathan’s academic rigour and ability has meant we now  have a near 20 year perspective on this subject."    

                                                                            ISBA

 

 

  "The OWM  first collaborated with ARC  and Prof. Jonathan Lace 12 years ago.  I am pleased to be able to present the study 'Agency Remuneration III'.  There is no comparable analysis of the remuneration practices of advertisers in the German market.  I would like to thank all companies that have participated in this study as well as Prof. Jonathan Lace and the ARC Institute.  I hope you enjoy reading the study and hope that it will provide you with valuable information." 
                                                                  OWM (Berlin)
 
 

 

 

"This report brings some facts to the table in an industry where often the  rhetoric does not match up to the reality. My resounding take-out from the study is one  of positivity...the future remains bright for media agencies.   More time should be spent overcoming the “transparency” concerns but this cannot simply be a  euphemism for “paying less”. The report clearly illustrates the problem is most acute in certain parts of the ecosystem."

                                                 Havas Media Group

 

    

“ISBA has collaborated with Jonathan Lace on many ground breaking research projects.  Many have developed or even revolutionised thinking in areas such as agency remuneration, payment by results and relationship evaluation.”                                                                                                  

                                                                                  ISBA

 
 

 

 

 

“This research will provide any agency concerned with sales promotion with some fascinating insights into client attitudes and behaviour.  A number of significant issues and opportunities are raised, all of them positive for agencies looking to move the client/agency relationship forward.”

                                                                  Red Cell

 

 

 

"This sea change in how advertisers remunerate and work with their agencies seems to be, in large part, a reflection of the macro economy. But it is within the gift of clients and their agencies to mitigate at least some of the severity identified in our independent, empirical evidence. We hope that this report will provide readers with the context and clarity needed to foster greater understanding of what has become a fast-changing market, and we once again thank Professor Jonathan Lace for his continued dedication and academic rigour in making Paying for Advertising VI as reliable as it is fascinating.

                                                                           ISBA

 
 

"This report represents the definitive ‘state of the nation’ guide to the remuneration arrangements of major British advertisers with their creative and media agencies.  Many advertisers have used the predecessors to this report to effectively benchmark their own activities and this edition is no exception it will help organisations to assess current arrangements, formulate their ideas for the future and guide the way to successful negotiations.  I must thank Professor Jonathan Lace who conducted the research and authored all three reports, for his tireless effort to bring clarity to this complicated subject matter.  We are delighted that he lends his impartial academic views to this often thorny subject."

                                                                       ISBA

 

 

 

"These questions provide scope for further dialogue within the industry, and help move the debate onto answering why the fortunes of media and creative agencies have further diverged within an increasingly complex digital environment. With more competent auditing systems clients are better able to understand whether they are reaching certain criteria of satisfaction with their agencies. This can only be a good thing in further raising the standards within an already world famous, elite industry.  Once again many thanks go to Professor Jonathan Lace for providing impartial, empirical and academic research on this subject."

                                                                                 ISBA

 
         
 

 

 

"I’d like to thank the author of the report Jonathan Lace. As an advertising practitioner turned academic he has a unique understanding and perspective on our industry and its practices. ISBA has a 20 year working relationship with Jonathan and his vision across time on the mechanics of client/agency relationships is unparalleled."             

 

                                                                         ISBA

     
         
         







Our Publications include...

   
   

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