Why agency deals are bad for clients





The truth is that agency deals mostly benefit the agency, not their clients. Clients get plans which suit the agency deal and not the clients' needs.

Agencies must balance their books with media owners. The only way this can be achieved is by manipulating every single plan. Their bigger clients will always be in the best position to demand the best value, leaving slim pickings for everybody else.

And, as we have all read in the trade press, the system is prone to abuse.

It's not a pretty picture, but fortunately there is another way.