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Paying for Advertising in Germany
This
report was published in November of 2007 and brings
us up to date on remuneration trends and practice in Germany. The
survey was conducted in association with the OWM in Berlin,
the representative body of advertisers in Germany.
The survey findings are based on the views of
73 advertisers collectively spending about €2 billion per annum on advertising (approx 10% of total media advertising expenditure in Germany). Advertisers
responded to a detailed 20+ page questionnaire on their remuneration practices. The report contains 10 chapters
with over 100 pages, a further 60 table pages and over 60 graphs.
There
are chapters on remuneration methods, payment by results, amount
paid, changes made in the previous two years, the remuneration agreement,
advertiser satisfaction and advertiser attitudes to agency remuneration. There are also two
chapter dedicated to media agency agreements. There
are also comparisons, where appropriate, with the previous study (2000) and with the
latest evidence of practice in the UK.
The report will help advertisers and their
agencies to assess their current arrangements, formulate their ideas for the future and guide the
way to successful negotiations. It will also be invaluable in
benchmarking agreements with reference to equivalent commission paid, the hourly charge out rates of key creative agency personnel and how payment by
results schemes are designed. This report is written in the German language.
The next edition of this report will be in 2010.
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