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Tit for tat: TBWA appoints a Chief Compensation Officer

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Ad agency TBWA is clearly serious about instigating a new level of conversation over ad agency compensation. As discussed in this space a few weeks ago, TBWA Chairman, Jean Marie Dru, had opined that the current compensation formula is broken. This week, Ad Age reports that the agency has appointed a Chief Compensation Officer to lead negotiations with procurement people on the client side.

Why didn't anyone think of that before? Good idea. Tilting the balance back in favor of ad agency revenues is an urgent need of the 21st Century Information Era, notable for its global, super-abundance of creative media opportunities. Having parties on both sides that speak the same language when it comes to money and compensation is good way to start the balancing act.