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The goal of advertising is ultimately for a business to make money, right? If a company pays its marketing agency based on percentage of spend, however, they could be doing quite the opposite. The number of marketers who assume that paying a percentage of spend is just "how it is" is shocking. Here's why: the agency a company pays is also trying to make more money for their own company. If they're paid based on percentage of spend, there's financial incentive for them to continue spending...
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