By Kelly Addis

Staff write - Business Spectator
Thursday, 5th November 2009

I have been going through a costing review with two particular clients recently as part of our normal contract review and we have managed to secure a further 2-year contract with both of them.

It was a particularly interesting exercise with one of the clients who has a person negotiating on their behalf. This person originally wanted the actual agency costs of every service to be recognised with a total disregard of the 'value' it would add.

As far as I am concerned, our fees – or any agency's fees for that matter – should reflect fair market rates and value in terms of what the client receives, which ultimately should be measurable results from building their brand and generating response.

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