Advertisers Quote by David Ogilvy
“Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.”
About This Quote
Flat‑fee agency contracts align incentives, reducing bias that arises when agencies profit from higher spend.
In simple terms: Flat fees remove conflict of interest.
Key Takeaway
Prefer flat‑fee agency agreements.
Themes
advertising
ethics
business
incentives
Mood
analytical
critical
pragmatic
Type
business
ethical
When to use this quote
- marketing campaigns
- budget planning
- agency selection
Key Concepts
agency compensation
conflict of interest
transparency
Questions to Reflect On
- How does fee structure affect creative freedom?
- Can flat fees guarantee better results?
A Different Perspective
Flat fees may limit agency flexibility.
